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Beauty Makes Business

We talk with the glam gal behind a mobile makeup service who recently expanded it into her own styling business. Keep reading for all the stylish details!



Maria Crews was tired of working out of necessity instead of passion when she was on maternity leave from having 3-month old twins in November 2011. After deciding she did not want a babysitter to raise her children, it inspired her to start her own creative business.


Thus, TruGlam was born: As a mobile beauty service, TruGlam offers make-up application, hair and nail design while also specializing in high fashion and special events. “The purpose of TruGlam is to artistically enhance natural beauty through accentuation,” says Crews. “At TruGlam we take pride in helping our clients view themselves as beautiful in their entirety.” As a former optical assistant, Crews feels that entrepreneurship is truly the path for her.


“The flexibility that I have with TruGlam is awesome,” explains Crews. “I literally can work as much as I want. I’m my own boss making my own rules along the way and it is fabulous.” Crews proves to be the perfect balance between being a caring wife and mother as well as a successful business-owner by expanding TruGlam for the future.


“I just want to continue doing fashion shows and photo shoots and letting my artists and myself continue to express our creativity in new and innovative ways,” says Crews. “Keep a look out for lip, skin and hair care lines from TruGlam in the very near future.”


Crews envisions TruGlam to eventually evolve into a multi-faceted brand, salon and spa. While it is currently mobile, she hopes the business will eventually have an actual location with optional mobile service. However, Crews is not afraid to admit the shortcomings that have happened with the challenge of starting something from scratch. But she states the benefits of enhancing the beauty of her customers severely outweigh the disadvantages. “There truly is no greater feeling than having a client look in the mirror at your artistry and say, “Wow. I never thought that I could look this beautiful,” explains Crews.


When asked about what women can learn to enhance or change their look for the New Year, she suggests a muted, minimalist look with pops of soft berry or orange on the lips. Specifically, orange-hued lips will be the talk of the season. “A woman can never go wrong with groomed brows, moisturized skin, mascara and lip balm or light pink gloss,” says Crews. “No matter how busy a lady is, this quick brush over the face can help to keep her looking well put together, awake and alert.”


Crews tells us that the key for anyone looking to become a make-up artist or to work in the beauty industry should be to never stop learning and always be coachable. Soaking up knowledge in this field is essential because trends and clients’ preferences will always evolve.


She states that the community of Columbus is nothing more than supportive for people who are looking to become artists. “I get so inspired by all of the eclectic and diverse artistry around the Short North alone,” says Crews. “Columbus, Ohio is definitely an under-utilized mecca for awesome artistry that is on the rise and I am just blessed that TruGlam can be a part of this fantastic evolution.”


While Crews wants to be a successful business owner and make-up artist, her most important career to her is motherhood. “At the end of the day, I wanted to be an example to my kids,” explains Crews. “I need them to feel confident and to dream beyond all measure, simply because they are capable of and destined for greatness.”


Learn more about by visiting online at And be sure to follow on Facebook, Instagram and Twitter: @truglam.


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