Bridging Fashion and Beauty: A Conversation with Cheryl Gushue

Written by Valiski Bernard

In the ever-evolving world of fashion and beauty, Cheryl Gushue shines brightly as a symbol of resilience and creativity. Her career showcases her consistent dedication and passion for her work. For this week's feature, the emerging themes are resilience, passion, and creativity. Despite facing challenges such as freelance instability and the impact of the pandemic, Cheryl has maintained a strong commitment to her craft.

Cheryl's artistic journey began with a fashion design education at Seneca College. This foundation launched her into a dynamic freelance career, where she transformed from a Lancome beauty advisor to a stylist in prestigious hair salons. Never one to shy away from new experiences, she expanded her repertoire to include backstage makeup at runway shows. Imagine the vibrant energy backstage as Cheryl skillfully applied makeup for shows by L'Oreal, Goldwell, Joico, and Kevin Murphy.

Beyond the runway, Cheryl's expertise extended to photoshoot styling and even globetrotting with Goldwell for major beauty events. Her passion for sharing knowledge led her to teach makeup programs at Humber, Seneca, George Brown, Salon, and Spa College. This dedication to fashion and beauty culminated in the co-founding of Cascata Blu, a successful swim and resort wear line that thrived for over four years. Through this vast experience, Cheryl honed her skills and became a true beauty expert.

“I was offered the opportunity to be editor-in-chief of Canadian Hairdresser Magazine, which I did for two years, which led to the founding of Beauty Hub Magazine. I write features, interview professional beauty industry experts, and attend brand launch events and shows. I still do makeup lessons and special occasion makeup for my clients.”

Navigating Challenges

The allure of being a freelancer in any industry is undeniable. The freedom to set your own schedule, choose your clients, and express your creativity can be incredibly appealing. However, this independence comes with its own set of challenges. The Pandemic also delivered severe blows to the hair industry, and Canada felt the sting especially hard with extended salon closures. Photoshoots, a key source of income, vanished completely. Cheryl’s clientele, with nowhere to go, no longer needed makeup services. Even larger corporate shoots ground to a halt. Everything stopped, leaving her in a very difficult position. Yet she remained resilient.

“I would say the biggest challenge as a freelance beauty professional is maintaining stability and consistency. Being an artist can be a feast and famine. Sometimes, some months can be very busy and lucrative and some slower. As a freelancer, you always have to hustle.”

A Creative Force: Cheryl's Inspiration and Drive

Despite the challenges of maintaining a work-life balance as a freelance professional, Cheryl thrives on the constant influx of inspiration. Her role as editor-in-chief of Beauty Hub Magazine places her at the heart of the industry, where she connects with and showcases the work of leading creative talents. This daily exposure to artistic innovation is a powerful muse, fueling her creative fire.

“I get inspired by the people I meet daily with Beauty Hub Magazine. I meet and share work from some of the top global artists who are hair stylists, photographers, makeup and nail artists, stylists and fine artists.”

Cheryl acknowledges the challenges of juggling a demanding career with personal life. The freelance lifestyle often requires long hours and blurred lines between work and personal time. However, she finds satisfaction in the freedom and flexibility it affords.

“When you work for yourself, there is no downtime. Saturdays have been some of my busiest days during the summer if I am doing weddings. Mondays are more or less the quieter days for the hair industry since that’s our day off. It’s hard to shut down when you know you have much to accomplish.”

Striking a balance between personal vision and industry trends is another key aspect of Cheryl's success. She leverages her extensive network and industry knowledge to anticipate upcoming trends, all while staying true to her unique aesthetic vision. Beauty Hub Magazine serves as a platform for her to showcase both.

“The reason why I have Beauty Hub Magazine is so that I can share my personal vision and aesthetic. I understand the trends and see them coming because of my connections to every aspect of the industry, from new brand launches to trend-forecasting companies and the word on the street from the beauty industry.”

Diversity, Inclusion, and Sustainability

Diversity and inclusion have become more than just buzzwords in the fashion and beauty industries – they're essential for reflecting the vibrant tapestry of our world. From showcasing a more comprehensive range of skin tones and hair textures in product development to advocating for equal representation in the workforce, brands are recognizing the importance of true inclusivity. Cheryl is committed to amplifying these voices and discussions. You'll see this reflected in social media coverage and online features, where they explore genderless product trends, highlight diverse beauty standards, and celebrate the talented individuals shaping the industry's future.

The tides are also turning towards sustainability, a movement with staying power. Brands are recognizing that consumers are not only aware of the environmental impact of these industries but are actively seeking out options that align with their values. This translates to a shift in business practices, with brands offering more natural and healthy alternatives alongside efforts to reduce their environmental footprint. Ultimately, sustainability is no longer a fad but a core consideration for brands that want to resonate with today's conscious consumers.

“Sustainability is here to stay for the fashion and beauty industries.” 

Defining Success and Memorable Moments

Success, for Cheryl, is about having purpose more than anything else. Throughout her career, she has had many memorable moments, from winning prestigious awards to presenting on stage before thousands of hair stylists.

“Success is different for many people. For me, success is not just financial but also living a passionate life where you feel you are fulfilling your purpose. My success is a live/work balance where I feel I am enjoying my life, can spend it with friends and family, and have time to travel.

I’ve had many memorable events, such as winning awards like Makeup Artist of the Year for Canada and North America, which allowed me to compete in a world makeup competition in Dusseldorf. I have been on live national TV, which is always fun in front of a studio audience. My most memorable moment was when Goldwell asked me to present my head-to-toe style and makeup look for one of their professional beauty shows in Mexico. I was on stage before 1,500 hair stylists, speaking about the show's trends that year. I was asked back to do this again the following year in Berlin.”

Empowering Through Knowledge and Inspiring the Next Generation

Empowerment, to Cheryl, means inspiring and educating others. By sharing her knowledge and experiences, Cheryl aims to empower others to step out of their comfort zones and try new things.

“I aim to inspire and educate by sharing what I find interesting and innovative. I think through constant learning and sharing this knowledge, I will empower my community to step out of their comfort zone and try something different.” 

Cheryl offers valuable advice to aspiring fashion and beauty professionals. She emphasizes the importance of mentors and encourages seizing opportunities and staying passionate about the industry.

“Get a mentor or two who can take you under their wing and give you good advice. Show up to as many events as you can to make contacts. There are many more events happening these days, so get yourself in front of potential opportunities. Never stop learning. Be a sponge for all things fashion and beauty. Create a unique personal brand for yourself on social media.”

Prioritizing Mental Health and Staying True to Personal Vision

“I am one of the lucky ones who sleeps really well. I always get a good eight hours of sleep. My day generally starts when I want it to start if I don’t have a gig or a meeting. I love easing into my day with my coffee and my gratitude book. I have so many fabulous hair, face, and body beauty products that I indulge in daily. I limit my news intake because it is often filled with gloom and doom. I get on a call with a good friend who always makes me laugh. I keep up with any reading about personal development and mindfulness.”

In the ever-evolving landscape of beauty and fashion, staying current isn't just important—it's essential. The pace at which trends emerge and recede is breathtaking, and our ability to stay informed, anticipate changes, and embrace the new is paramount. It's about more than just keeping up; it's about leading the charge relentlessly, pursuing what reflects the world around us. For Cheryl, Maintaining authenticity amidst industry demands is crucial. Beauty Hub Magazine is a platform for sharing her vision and aesthetics. By staying connected to industry trends and fostering a unique brand on social media, she remains true to herself while embracing new ideas.

“I check out all the fashion week shows every season and share some of this content on Beauty Hub Magazine. With my fashion background, I continue to be fascinated by designers' vision of their creations and the creative direction of the shows. I am often on calls with Pinterest, discussing how their platform predicts future trends. I don’t necessarily follow trends. I do me. I wear what I like and how I like it. I take bits and pieces of the latest looks and distill them into my personal aesthetic.”

Handling Criticism and Giving Back

Recognizing that universal satisfaction is elusive, Cheryl fosters open discussions during collaborations with brands, artists, and clients. Believing feedback, even critical, can be a learning opportunity; this philosophy extends beyond the commercial sphere. Years ago, her participation in a program empowering cancer patients through makeup application proved deeply rewarding. This experience reinforces the value of open dialogue and its potential for positive impact, a cause she's determined to revisit.

“I participated in the Look Good Feel Better program many years ago, working with cancer patients and showing them how to do their makeup. It was a very rewarding experience. I definitely want to do this again.”

The Future of Beauty

Cheryl believes AI will play a significant role in the fashion and beauty industry, particularly in photography and videography. Through AI analytics, she sees exciting innovations in virtual experiences and brand scalability.

“AI will take over many jobs in terms of photography and videography. If you are in a role that you feel might be threatened by this, you better get on that train. I am dabbling in it now for content creation. It’s also exciting for these industries because of all the innovation. We get to try on clothes and makeup and shop from the comfort of our homes. In-person experiences are becoming multi-dimensional, more convenient, and innovative. Brands can scale bigger and better through AI analytics.”

Currently, Cheryl is working on a global digital competition for professional beauty artists. This unique competition showcases editorial work through animation, AI, and video content.

“The latest thing I am working on is the Beauty in Motion Awards for the professional beauty artist. This global digital competition is where the industry shares its editorial work through animation, AI, and video content. It is unique from the traditional still image competitions that have been in our industry for over 30 years. This is the second year we are holding the competition.”

Final Thoughts

Cheryl wants her audience to know she’s “a hustler, passionate about her industry,” and committed to sharing her knowledge and experiences to inspire others. Her story isn't a linear path to the top of a single industry. It's a vibrant tapestry woven from threads of fashion design, beauty expertise, and entrepreneurial spirit. This diverse experience, fueled by a love of fashion and beauty, is a testament to the power of embracing curiosity and exploration. Cheryl's journey offers valuable lessons for anyone seeking inspiration to forge their own unique career path.