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In the ever-evolving world of beauty, finding one’s voice and building a supportive community can be transformative. For Kelly Zhang, founder of the Kelly Zhang Agency, makeup was not only a means of self-expression but also a bridge to confidence and connection. From her journey as a young immigrant navigating a new culture to creating a platform that uplifts individuality and empowers emerging artists, Kelly’s story is one of resilience, vision, and passion for celebrating uniqueness. In this exclusive interview, Kelly shares her inspiring journey, the philosophy behind her agency, and the powerful impact of fostering collaboration in an often-competitive industry. Discover how she’s reshaping beauty to prioritize authenticity and connection.
I read that that makeup helped you find your confidence and voice. How did this passion translate into your vision for the Kelly Zhang Agency?
Makeup played a pivotal role in helping me find my confidence and voice, as it was more than just a way to enhance physical appearance—it became a tool for self-expression and connection. This personal experience made me realize how transformative makeup could be for others, not just in how they looked but how they felt about themselves.
When I envisioned Kelly Zhang Agency, I wanted it to reflect the same values that makeup brought into my life: empowerment, confidence, and connection. The agency was built to be more than just a business; I wanted it to be a platform where talented artists could not only showcase their skills but also gain the confidence and visibility they needed to succeed. I knew firsthand how important it was to have a space where you felt seen and supported, and that’s the foundation of Kelly Zhang Agency.
By creating this community, we aim to help artists express themselves authentically, find their voice, and grow—just like makeup helped me do. Our mission is to ensure that these artists, regardless of where they are in their journey, feel empowered and valued for their individuality, allowing them to shine in their own unique way.
As someone who moved to a new country at a young age, how did those early experiences shape your journey and approach to beauty?
Moving to a new country at a young age had a profound impact on my journey and approach to beauty. Being in an unfamiliar environment, with limited language skills and struggling to fit in, made me feel like an outsider. I felt a sense of invisibility, caught between cultures and unsure of where I belonged. This experience of feeling disconnected is what ultimately drew me to makeup.
Makeup became a way for me to express myself when words couldn’t. It gave me a sense of control and confidence, allowing me to present myself to the world in a way that felt authentic. It wasn’t just about looking good; it was about reclaiming my identity and building connections in a new environment. These early experiences shaped how I see beauty today. To me, beauty is about more than appearance—it’s about self-expression, confidence, and embracing individuality.
My journey taught me that everyone has unique qualities, and beauty is a tool to celebrate those differences, not conform to a standard. At Kelly Zhang Agency, this philosophy guides everything we do. We’re not just about creating beautiful looks; we’re about empowering people to feel confident in their own skin, no matter where they come from or what challenges they face. My personal experiences of adapting to a new culture and finding my voice through makeup fuel my desire to help others on their own beauty journey.
The concept of celebrating individuality and uplifting emerging artists is powerful. Can you share a success story of an artist who found their voice and community through your agency?
One of the most inspiring success stories at Kelly Zhang Agency is of an artist named Emily, who joined us early in her career. When she first came to the agency, she was incredibly talented but struggled with confidence and finding her place in the beauty industry. Like many emerging artists, she felt overwhelmed by the competition and unsure of how to navigate her career.
We immediately saw her potential, so we focused on giving her the support and resources she needed to develop both her skills and her personal brand. We helped her build a portfolio that truly reflected her individuality, connected her with other artists, and gave her the opportunity to showcase her work at major events.
As she continued to grow within the agency, Emily found her voice and started building a loyal client base. She became known for her unique approach to makeup, which emphasizes natural beauty and self-expression. Not only did she gain confidence in her craft, but she also became a mentor to other emerging artists in our community, giving back the same support she once received.
Today, Emily is thriving in the industry, collaborating with top brands and influencers. Her journey with the agency exemplifies our mission: to empower artists to embrace their individuality, gain visibility, and create meaningful connections within the beauty community. Watching her grow and succeed has been incredibly rewarding, and it’s a reminder of why Kelly Zhang Agency exists—to uplift and celebrate artists for who they are and the unique perspectives they bring.
What advice would you give to aspiring makeup artists who may be feeling “caught between cultures” or lacking confidence in their journey?
To all the aspiring makeup artists out there who feel like you’re “caught between cultures” or are struggling with confidence, I want to share something personal with you—because I’ve been there too. When I first moved to a new country, I often felt lost, like I didn’t quite belong anywhere. I was trying to balance two cultures and figure out who I was. Makeup became my way of expressing myself when words failed, and it gave me the confidence I was lacking. But it wasn’t easy—it took time to embrace what made me different and turn it into my strength. Here’s what I want you to know from my own experience:
Embrace your story: The things that make you feel different—your culture, your background, your experiences—are the very things that will make you stand out. Don’t be afraid to let those parts of yourself show in your work. Your story has power, and your unique perspective can inspire others.
Find your people: I know how lonely it can feel when you’re trying to figure out your place in the world, but trust me—there are people out there who understand what you’re going through. Seek out communities where you can connect with others who get it, whether it’s in person or online. You don’t have to do this alone.
Believe in yourself: I know it’s hard when you feel like you’re not good enough or don’t fit the mold of what success looks like. But there’s no one else like you, and that’s your superpower. Keep showing up, keep practicing, and trust in your abilities—even when it feels tough. The world needs what you have to offer.
Be patient with your journey: Success doesn’t happen all at once. I know firsthand how frustrating it can be when you feel like you’re working so hard and not seeing immediate results. But every small step forward counts. Keep putting in the effort, and over time, you’ll see how far you’ve come. At the end of the day, your journey is what makes you unique. I’ve learned that it’s not about fitting in—it’s about standing out by being true to yourself. You are more than enough, just as you are. The world needs your creativity, your passion, and your light. So, keep shining, and never doubt the value of your unique voice.
