The Transformation Queen

by Aditi Mehta – Houston, TX

BG had the privilege of getting to know Sarah Ali, an entrepreneur with a very creative soul. She has taken her love for make up, mixed it with her background in psychology, and transformed it into a beautiful studio, called (what else?) The Transformation Studio.

Located in Sugarland, TX, the Transformation Studio aims to be a wellness center and beauty spa that focuses on inner and outer beauty, a healthy lifestyle, positive self image and reaching one’s full potential. At her studio, Sarah provides world class services such as makeup application and professional makeup courses. In addition to world class spa services and photography, Sarah provides personal growth workshops and seminars, as well as counseling.

Sarah is definitely one smart, hip, beautiful brown girl!

BG: Please tell us a little bit about your background:

Sarah: I am Indian-Pakistani Muslim American. I’m not a confused ABCD. I am extremely comfortable in being brown and American and I really do enjoy both cultures equally.  I am a licensed professional counselor, Hollywood trained makeup artist and photographer. I have a bachelors in Psych and a masters in Counseling Psychology. I started my own wellness and beauty center, The Transformation Studio Jan 09. I started Transformations Makeup Academy, the 1st makeup school in Texas in July 09, and own makeup line, Chamak Makeup, in Jan 10.

BG: Where did you grow up?

Sarah: I was born in NY, lived in South Korea for ten years and then moved to Houston.

BG: How did you first get started in the world of make-up?

Sarah: It all started in high school when my sister’s best friend had a disaster and called me on her wedding day. From there on I was hooked because I was able to work with people and use my personality to put them at ease, make them feel special and connect with others. It never stopped! Then while in school I started working at the department stores for Chanel, Yves Saint Laurent, M.A.C., and then  was the regional artist for Texas for CK Beauty.

BG: Where did you get your inspiration for the transformation studio?

Sarah: I started researching wellness centers and med spas and saw that there was scope in that area. I already knew that the beauty industry and makeup industry was booming. I felt that psychotherapy and counseling was something more people should be exposed to. I thought about blending these separate entities together. I also wanted to add the world inspired angle because of my respect and fascination with the different cultures in the world. My vision was a warm inviting center for beauty, wellness, and health, for beauty that is inside and out.

BG: Was this a joint venture, or was it all you?

Sarah: While this is my brainchild, it definitely is a family business, along with investing all of my savings, I also have the financial, emotional and physical support and backing of my parents. My father is a civil engineer and my mom works for a school district but they both help out after work and weekends whenever I need them.

BG: Tell us a about your make-up products (Chamak).

Chamak Makeup (www.chamakmakeup.com) is a line that I created to celebrate the South Asian culture with vivid and rich colors that actually show up on our skin. I wanted to showcase our heritage with the product logo, packaging and names. It took a very long time to come up with the themes for each product and shade name. I had so much fun coming up with the concepts and got names from listening to Hindi film songs, researching English-Urdu websites, and badgering my parents, uncles, and aunties and grandmother.

The colors that every Desi girl would complain about not being able to find were deep golds, bronzes, coppers, silver,  maroon, dark green, and dark blue eye shadows both pressed and loose. I knew I had to fill this niche and offer them. Finely milled glitters in Desi friendly colors were also nonexistent or if available were too expensive. That was another item I knew Chamak would need to offer.

As predicted, those were the items that our customers instantly fell in love with.  Among several products we also feature liquid foundation, concealer, powder, lipstick, lip-gloss, lip liner & crème blushes. Each and every product was hand selected by me and I use them on clients on a day to day basis along with the professional studio lines I carry at the studio. The mineral lipsticks have also done well with the crowd, but I’m very excited to introduce a custom blend lipstick and matte foundation very soon. When customers come in to our Chamak display room, we help them shop for exactly what they are looking for, and especially help with foundation/powder selection, record  purchases in their client history, and create a face chart for them to take home and practice new looks. My goal is to make makeup fun for Desi’s or any woman of color and to demystify makeup for the everyday woman.

BG: What are some of your favorite products and why?

Sarah: It is hard to answer this question. I took a year to pick out each product and shades for my line and all of the products are favorites. Though, in particular, I am obsessed with our Dhoom Powders because they are pulverized glitter blended into loose powder, and look like diamond dust, absolutely gorgeous! I also really like the foundations, concealers, and powders, because most clients start there. It took a long time to find a manufacturer that made mineral face products that had a texture that I liked, had the proper shades, and had enough coverage. Also, I like the Lashkara Face Shimmers because they are the perfect amount of shimmer for the face.

BG: Where can people purchase your products?

Sarah: Currently Chamak can be purchased at the studio or online at www.chamakmakeup.com.

BG: What other services do you provide at the Transformation Studio?

Sarah: The studio is a one stop shop offering makeup services, I teach pro makeup classes (we have the 1^st makeup school in Texas), salon/spa/massage by appointment, services using natural products, world dance fitness classes, portrait photography, private events, and personal growth (counseling, naturopathic medicine & life coaching).

BG: Can you tell us about your “Personal Growth” and Make-Up Workshop offerings?

Sarah: Personal growth includes counseling, naturopathic medical appointments, life coaching, image consulting, and nutritional/fitness coaching. We have a charm school workshop aimed at young girls in middle and high school.

Our makeup workshops are made for people who want to learn makeup tricks. People schedule their 2 hour workshop with us, there is a minimum of four in a group and they pick what lesson they want to learn. Lessons can be everyday makeup, smokey eyes, evening makeup or just a beauty update. Our workshops range from $50 to $75 and include product kits. We have several options and our classes are taught in our Hollywood makeup lounge on the 2^nd floor. The classes are affordable, interactive, and informative.

BG: What have been some of your best moments since you started Transformation Studio and Chamak?

Sarah: TTS moments: Reading positive reviews on Citysearch, I get misty eyed at some of them! There are times that clients come in to book a service or come by for a simple tour but stay for over an hour just hanging out because they like the ambience and our staff. When clients become friends, add me on Facebook, start hanging out, invite me to their graduation parties, and weddings.

Chamak moments: At parties, when people ask me what shades I have on, and then show up to the studio. When moms steal their daughters Chamak and the girl brings the mom in next time for Mummy Ji to get her own stash! Makeup students returned their Urban Decay eye primer and bought my Kora Kaghas eye primer after using it in class. Friends bust out with a Chamak lipstick in front of their friends at parties and all the girls ask what product it is… surreal!

BG: Where do you hope to see these endeavors go in the future?

Sarah: My next goal is to start a you tube channel online talk show with tips on wellness, health, beauty & life skills. I hope I can throw some comedy sketches, makeup how to’s, bhangra/yoga clips in there.

If I can make and save enough money,  I would love to partner with charitable organizations and create a South Asian women’s shelter that was stylish and where we could transform lives of women in need.

Also, if my business becomes established and I actually make some money, I might open another branch of The Transformation Studio. I hope that I can build up Chamak Makeup and eventually open up a few retail accounts at South Asian salons around the country.

BG: If there is one piece of advice you would give brown girls about make-up, what would it be?

Sarah: Wear powder/foundation that is your color and blend it well, go past your chin and blend it into the neck!! Set your liquid foundation with a loose translucent powder.

Don’t keep patting more powder on top, use blotting paper instead. Less is more with this stuff, let your natural skin show. Be proud of your skin color and your ethnicity.

Check out more about the Transformation Studio and Chamak Makeup at www.thetransformationstudio.com.