How should you name your makeup business?

What’s in a (business) name?

Artists often agonise over how to name their business.  I know I did when I first started out.  I came up with what I thought was a catchy name “Blush Makeup Designs” – I felt so professional!!

If you know my story, you’ll know I started my business as a bridal artist in Far North QLD, grew very quickly from 0-150 brides in 2 years, but then moved to Brisbane after 4 years in business.  I sold the business (and the Blush name) and started again in Brisbane, this time focussing more on fashion and commercial makeup, but still doing weddings regularly too.

My first business card – in 2003

I now chose to operate under my own name.  I figured it was a lot less confusing for clients, and after all, all the best makeup artists are just known by their name; Pat McGrath, Kevyn Aucoin, Val Garland, and Sue McLaurin (haha).  I used my name.  My married name.  Because, you know, who ever thinks that one day they won’t be married anymore?

Anyway, that’s what happened to me about NINE years ago now, I was no longer Mrs McLaurin.  But, what to do about the name?  I’d spent 5 years building my business here in Brisbane, establishing my reputation, and my career was going great!  What would happen if all of a sudden “Sue McLaurin” disappeared?  Would I lose all my clients?

After consideration I decided to just continue with that name, because that was my brand, and I figured it was just easier…

My “comp card” when I first came to Brisbane. Circa 2008


When I was teaching diploma I’d often get that question from students – what should I call my business?  My advice was always use your own name, but think carefully because one day you might get married or divorced and want to change, so maybe use your middle name.

Fast forward to about 3 months ago, when I decided to rebuild my website, and kind of do a bit of a “re-brand” as I’m focussing more on business coaching and online education now.  For the first time (yep, true) I hired someone to create a style guide and logo for me.  And as I looked at that logo, in beautiful colours and fonts, I realised, I don’t want to be Sue McLaurin anymore.  That’s not me!  So, I went back to my graphic designer (sorry Julie) and asked her to re-do the logo this time using my real name.

My personal Facebook account has been Sue Louise McLaurin for years, Sue Louise is how I think of myself (first name Sue, last name Louise) I’ve just kept the McLaurin on their for industry connections.

So…  (after that long winded explanation…)

I present to you, my new branding:  Sue Louise


And my new website at


Nothing is changing, except the name, and the look of my brand.  I’m still the same makeup artist, I’m the same business coach, I’m still offering all the same services, just under a different name.  So if you see content from me that looks a little different, just remember that famous line from Shakespeare “What’s in a name?  That which we call a rose by any other name would smell as sweet”


Thank you to all my wonderful clients and students for your ongoing support.  “I love ya’s all!”



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