Makeup Going To The Dogs

Does the world need another cosmetics company? Probably not, but according to Nutley, New Jersey resident Deirdre Mahon, it does.

Founder of DeeVa Beauty, Deirdre’s driving force was her belief in social entrepreneurship — doing socially responsible work to advance a cause or purpose. “It’s something larger than just making money — it’s using entrepreneurship to solve important problems,” says Deirdre.

Separated after 23 years and rebuilding her life, Deirdre wanted to fulfill her natural entrepreneurial spirit. So, at age 48, she took her personal savings and her experience as a licensed cosmetician and professional makeup artist and started her own company. Cruelty-Free and State-of-the-Art DeeVa Beauty was born.

“Over the years as a makeup artist doing weddings, proms and giving lessons, I knew I could offer women the same quality skin care and cosmetics products for less than the more expensive name brands in department stores. But I not only offer women quality, I offer personal one-on-one service in the privacy of my home studio or the home of the client. Every woman can relate to having a drawer full of cosmetics she never uses because she felt intimidated and pressured at the cosmetic counters, by salespeople that may be more interested in getting their commission and less about offering the customer only what she might need,” says Deirdre.

Known for her easy glamour style, Deirdre believes makeup isn’t rocket science and should be fun, not just functional. “All women should enjoy their femininity and embrace being a woman, and a bit of their personality should show thru their makeup. Women are so busy doing for and helping others that most of the time they neglect themselves. I love seeing the women I do look in the mirror and find the lost DeeVa within. As a makeup artist, I find this to be one of the most rewarding experiences, and it was the reason I began doing makeup in the first place — to help others see their own beauty, inside and out. Some say makeup is just a façade — that cosmetics affect only the surface. For some this may be true, but I feel that any road that leads you to a better understanding of yourself is a road worth taking. I like to say I don’t specialize in cosmetics; I specialize in confidence. Although I am very accomplished in age-appropriate makeup and career looks, I am known for the sexy, sultry smokey-eyed glamour look that is so popular today,” says Deirdre.

But DeeVa Beauty wasn’t just created to make women look and feel great. Deirdre is also involved in animal rescue, and has been to New Orleans twice to help feed and rescue animals that are still in need there. Deirdre has several rescued cats of her own, and her most recent addition to the family is a rescued miniature poodle she named DeeVa, who serves as the company’s mascot, as well as Lily, a toy poodle. They can often be seen prancing joyfully throughout Nutley with their trademark pink ears, happy to meet and greet all who pass their way. “The are the sweetest dogs — and every day I look into their beautiful eyes, so grateful that they are in my life. They are a constant reminder to me that I have much work to do in raising awareness of the so many homeless and abused animals, not only in this country but around the world. Being born of the human race instead of the animal kingdom does not give you more rights…it gives you more responsibilities.”

Deirdre’s mission is to provide women of all ages a no-pressure, fun experience of empowering themselves through feeling great about how they look. In the spirit of ‘doing what you love’ while asking “how may I serve,” Deirdre is donating a portion of the company’s profits toward helping animals in need. “I would love to have an animal sanctuary one day, where the once sad and suffering will find love and joy for the remainder of their days. Someone once said ‘The purpose of life is to stand for something, to have made a difference.’ My purpose is to help animals. I don’t know if people realize that they are not powerless. They can do something to make this world a better place. They can start by getting behind good causes with their purchases. There is so much being offered to consumers out there — so many companies competing for your dollars,” Deirdre says. “The consumer has more power than they realize. Make a decision to only purchase from companies that want to help make a difference, and not just profit from your purchase. Purchase only from companies that give back in a real way.” As Margaret Mead said, “Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it’s the only thing that ever does.”

Deirdre believes that no one can do everything, but everyone can do something. “I hope women will remember my company when thinking of a gift basket for Mother’s Day, a gift certificate for a holiday gift, having a Sweet 16 makeup party or the need for a makeup artist for a wedding, prom or a special night on the town. For decades, cosmetic companies have used animals to make women beautiful — now, women can give something back to the animals.”

As the company grows, Deirdre’s commitment and donations will as well, leaving you, the customer, feeling beautiful…inside and out.

To see more photos of Miss DeeVa, read her 10 DeeVa Lifestyle tips, learn more about the company, as well as products and services offered, and to find out how you can help the animals, visit www.deevabeauty.com or call 908-247-0244.

Makeup Counter Maneuvers
Having fun while shopping smart

You’re off work. You’re in the store. The people are beautiful, the products look delicious, your favorite song is playing and you’re having a blast. That’s when it happens. A lovely lady invites you to sit down for a free makeover or to just try a new product for a moment and you’re hooked. Thirty minutes later you’re walking out of the store with $300 worth of makeup that 30 days later you won’t even be wearing and will sit in the bottom of your drawer with the rest of your wasted purchases. But, there’s no reason why the story has to end like this. “Makeup is fun and it’s natural to get caught up in the moment,” says Deirdre Mahon, owner of Nutley, New Jersey DeeVaBeauty.com and a 7-year veteran of cosmetic counter guerilla warfare. “You really can have it all — all the fun and end up wearing all those new colors, if you take a moment to think before you act.” Just ask yourself these basic questions:

WHEN: It’s best to make major makeup purchases when you’ve planned to do so. Spur-of-the-moment makeup purchases are almost always a waste. If you find yourself unexpectedly sitting at a counter getting your makeup applied, just say no! Chances are you won’t miss what you didn’t purchase and you can always return the next day or even next week and buy something after you’ve had a chance to consider it first.

WHERE: By nature, makeup counters in stores are public. It can be intimidating or even embarrassing to have so many people watching while you have it done, with everyone waiting to see what you will do. It often seems like the simplest thing is to just say yes and buy as much as you can afford — or more so! If you really want makeup advice and a more normal setting, book an appointment for a private makeup lesson with a professional. That way you get more attention, and you can buy — or not — in a more relaxed atmosphere. “I never pressure people to buy from me” says Deirdre. “I want people to feel comfortable and to recommend their friends because they trust me and had a great time in their lesson. I don’t have the pressures that salespeople have to make quotas.”

WHO: Before you sit down in the chair, don’t be afraid to ask who the person is who will be applying your makeup. Obviously, if you’re in a store they want to sell you something, there’s nothing wrong with that. But you should ask them what they’re training and background is. Ideally, you want someone who besides selling, knows about skin care, or nutrition, or some other area of beauty. “Makeup is not just something that you artfully swipe on your face — it’s part and parcel of a total beauty package,” says Deirdre. “Remember your makeup is only as good as the condition and health of your skin underneath.”

WHAT: Know if you are getting a real makeup lesson or if it’s just a makeup application. In a lesson, you will have the opportunity to ask questions and to apply the makeup yourself so the expert can guide you and you will know that you can do it yourself before you get home. This is not the same as someone applying makeup on you and telling you what they are doing. It is often well worth it to pay for a makeup lesson, since you will end up making smarter makeup purchases and actually wearing what you buy. The few dollars spent on a lesson will save thousands over time.

WHY: There are many makeup looks for every woman. You’ll have the most fun and get the most out of it if you ask for something specific, whether you need something to wear to work, or for a special party or event, or for something fast but glamorous when you’re running out of the gym. Big shots and actresses have personal makeup artists that help them feel glamorous and special. “That’s where I come in,” Deirdre says. “I help the average woman feel special and pampered without any morning-after regrets.”

"A Face That Could Launch A Thousand Ships!"
DeeVa Beauty

Deirdre Mahon of DeeVa Beauty enjoys helping brides look glamorous.  "I definitely think there is a lack of 'glamour' today, and would like to see women feel more secure and comfortable within and not be afraid to bring out the DeeVa in themselves", she says.

Deirdre knows that your wedding is a once in a lifetime event.  The right makeup application is essential for great photographs that will last a lifetime.  Deirdre recommends that you think about your "skin" at least three months before your big day because makeup should not be your only concern.  She explains that proper exfoliation and the best skin products for your skin type make all the difference in how your skin will look on your special day.  Some additional important tips Deirdre shares are:  In these upcoming warm montsh if you plan to tan, cover your face.  Tanning dries out your skin.  You can always use bronzers and makeup to match your body.  Also, think about having your eyebrows shaped professionally as they frame your face and make a big difference in the final look.

Deirdre Mahon, President of DeeVa Beauty, is available for private instruction to teach age appropriate skin and makeup techniques for all ages.

"Going To The Dogs"
Milburn-Short Hills Magazine, April 2008 - New & Noteworthy, p. 13

Buy lipstick, save a dog.  No, this isn't a line from the movie Legally Blonde.  It is how Deirdre Mahon, owner of DeeVa Beauty and a pink fluffy poodle, runs her business.  Mahon created her socially responsible cosmetics line to make women look beautiful while giving something back to the community.  In this case, a portion of all proceeds from sales go to animal rescue efforts.

"I knew I could offer women quality skin care and cosmetics for less than department stores," says Mahon.  "I offer personal one-on-one service in the privacy of my home studio or the client's [home].  I love seeing the women I do look in the miror and find the lost DeeVa within."

The Millburn resident has worked as a makeup artist for many years.  While at a crossroads in ther personal life, she decided to try something new in her professional life and created her cosmetics line, which is named for her adopted pink poodle.

Movers & Shakers: Deirdre Mahon, Makeup Going to the Dogs
June 27, 2008

Click here to read this Movers & Shakers story on Deirdre Mahon.