Today we’d like to introduce you to Ashley Caits.
Hi Ashley, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
My Journey with Makeup
My love for makeup began when I was a little girl. I started competition dancing at five years old, performing on stage almost every weekend. Every show meant a full face of makeup, and I quickly fell in love with the process—lipstick, blush, lashes, everything. By my early teens, I was confidently applying my own strip lashes and wanted to wear them every day.
After high school, when my dance years ended, makeup remained a passion. I spent countless hours watching YouTube tutorials, learning new techniques and tips. I became the go-to friend and family member for makeup at every event.
After college, I stepped into a corporate career as a project manager. I genuinely enjoyed the companies I worked for and learned valuable skills in business, administration, and organization—skills that now help me run the back end of my own business. But the traditional 9-to-5 office life never felt right. Deep down, I knew I was meant for something more; I just wasn’t sure what.
Fast forward to 2021: I had my daughter and embraced being a stay-at-home mom, which I thought would be my dream job. But I realized I still needed a creative outlet—something that was just for me.
In March 2022, everything changed. My sister Alexa came over so I could do her makeup for a wedding, and I was so proud of how it turned out that I posted a photo on Instagram, joking, “Hit me up for makeup appointments” To my surprise, several people messaged asking if I was really offering makeup services. That was my lightbulb moment.
I teamed up with a friend who’d worked at MAC for over 10 years to help me build a professional kit and show me the ropes of working on clients. I practiced on friends for free, built a social media presence, and even would put on full face of makeup at night after my daughter went to sleep—just to create more content and then wipe it all off and go to bed. Through it all, my husband was my biggest supporter. He stepped in with our daughter most of the time so I could accept every job, no matter the hour or distance so I could really grow my book of business.
I hustled hard those first two years, saying yes to every opportunity and driving from West Palm Beach to Miami Beach for clients. I loved the freedom of visiting new homes, hotels, and wedding venues each day—so different from my old office life.
By early 2024, my little business had grown fast. My calendar was filling up months in advance—sometimes a year out! But as much as I loved traveling to clients, I started to crave a central space. In April 2024, I opened my own studio in downtown Fort Lauderdale, where I now host appointments while still traveling for bridal parties.
The past few years have been incredible—taking me to beautiful places, including Italy for destination weddings, and introducing me to so many amazing clients and fellow artists. Helping women feel beautiful and confident is the most fulfilling work I can imagine.
This is truly my passion, and I’m so grateful that this is only the beginning.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
This business for me happened so organically and natural that the timing was perfect. I truly haven’t had too many struggles. Owning your own business always has its ups and downs, but I’ve always looked at every struggle or challenge as a learning lesson. There are no losses in life just lessons. it’s how you persevere and learn from your mistakes to get better and better for the next time. I truly loveeee my job but if I had to pick a struggle it would probably just be dealing with so many different people and different personalities and learning to navigate them in a professional way.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
Professional Makeup Artist
I specialize in soft glam makeup, which is in the middle of natural and full glam. I do natural or full glam looks as well but really specialize in the soft glam.
Just depending on what the client is looking for. I do makeup for events, photoshoots, tv, red carpet and bridal. I also do one on one makeup lessons and small group classes.
I am most proud of my work ethic and how much I have grown professionally and creatively.
What sets me apart is my ultimate girls girl personality. When you come get your makeup done with me it’s a whole experience. There are never any quite or awkward moments in a glam session with me. We girl chat the whole time I’m doing your makeup and will besties by the time you leave ◡̈ I also think My versatile style, as well as offering the makeup lessons is another aspect of what sets me aside from other artists.
If we knew you growing up, how would we have described you?
Girliest girl you will ever meet. Always loved makeup, arts and crafts, dressing up, dancing and performing.
Contact Info:
- Instagram: https://www.instagram.com/ashnicole_makeup
