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Conversations with Heidi Hinken

Today we’d like to introduce you to Heidi Hinken.  

Hi Heidi, we’d love for you to start by introducing yourself.
Ever since I was a little girl, I was always passionate about art, and as I got older that passion evolved into a love for makeup. At the age of 13 I started going to makeup counters and asking if they had face charts that I could practice on. I would practice different makeup looks for hours. I also was spending a lot of time on YouTube learning about different products. My cousin was doing wedding hair at the time and thought I should give wedding makeup a try. I was only 15, but a bride was interested in doing a makeup trial with me. The trial went really well and she booked me for her wedding day. I was so nervous, but it felt so natural for me to be doing makeup. The great thing about wedding makeup is if a bridesmaid liked her makeup for the wedding she was in, she would probably book me for her wedding. So, I took off and started getting really booked really young. I was probably doing 15 weddings a year by the age of 16. Speed up almost 10 years and now we are here, on my 10th year of doing makeup for weddings and special events. I still love it just as much if not more today than I did when I first started. 

We all face challenges, but looking back would you describe it as a relatively smooth road?
I would say overall it has been a relatively smooth road, or as smooth as it can be when working in the wedding industry. Having the opportunity to be part of making a bride feel her best on her wedding day is a huge responsibility so there is a lot of pressure. That pressure comes with really amazing reward after a long day of doing makeup for a bride and her bridal party. A logistical challenge that I have had to overcome is building out a team that I can trust and rely on come wedding day. When I first started doing weddings 10 years ago brides only had 3 bridesmaids, now brides have 13 bridesmaids. Bridal parties have grown a ton and that has been a huge shift that I have had to adjust to. 

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I specialize in wedding and event makeup. Over the years makeup has changed so much and I have stayed true to my style. With TikTok and social media in general people have really chased makeup trends that will come and go. That doesn’t mean that I don’t try out new products, but I really pride myself on staying true to my natural style. Brides have come to me looking for a really bold full glam look and I’m just not the makeup artist for them. I think it is so important for the bride to really love my style which is soft and really enhances the best features on every bride. 

Can you talk to us about how you think about risk?
I think risk-taking especially in a creative industry is so important. It is how creatives grow and learn about themselves. I think where I have taken the most risks is jumping with both feet into airbrush makeup. I knew it would be a huge investment for my company and so I just did it and it has resulted in so much success for my business. It has elevated my style and looks that I offer to brides and it was absolutely worth the risk. 

Contact Info:

  • Email:
  • Instagram: @makeupbyheidihinken

Image Credits
Megan Noll
Clary Pfeiffer
Cate Ronan
Mike Tittel
Shelby Street

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