Meet Latoya De’Shaun | Personal Makeup Artist to High Profile Talent/Transformational Leader & Strategist

We had the good fortune of connecting with Latoya De’Shaun and we’ve shared our conversation below.

Hi Latoya, what was your thought process behind starting your own business?

My business was created out of the need to find stability within my career and within my life. The layers of rejection I received daily walking this earth as a Black woman took a major toll on my mental and physical health. Tired of working on the back end, I decided live life with an “Everything On Purpose” attitude. It started with a few decisions and one of them was seeking mentorship.  What followed was a real discovery of my identity and core values. It was then that I was able to easily identify my purpose on earth and the legacy I wanted to leave through my business. Essentially, I started because I wanted so desperately to serve women and rid them of the stress attached to the entrepreneurial journey, but I realized that I needed my business as well. I needed a guide. In my company I often say, “I was serving everyone, yet being served the least. Not anymore!” This is my hope for every woman who seeks mentorship with The Patent Leather Project.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.

I got started by working for MAC Cosmetics, the mecca of beauty training where I worked as a makeup artist for four years across the city of Chicago. Then I went to work for Smashbox Cosmetics at the second largest retail store in the world and broke a record for the best sales in the beauty department.

I trained associates to lead business manager positions with luxury retailers and built a successful beauty clientele. After hearing from God, my ultimate mentor, I courageously relocated to Los Angeles to pursue my career as a high-profile makeup artist. I hustled the streets of Hollywood and also worked at the NARS Boutique in Beverly Hills where I was trained on how to work with high profile clients from NARS International makeup artist Lena Koro, Francois Nars first assistant. Staying committed to my goals, I also worked in various areas of TV/film, commercial and editorial work. My most notable work comes from my time with two-time Oscar winner, Mahershala Ali and Co-founder of Black Lives Matter, Patrisse Cullors, and “BITCHIN: The Sound and Fury of Rick James” set to premiere September 3rd on SHOWTIME.

This all led me to my company, The Patent leather Project, where We assist in the personal and professional transformation of high-profile athletes and celebrities and whoever else is bombarded by the media. 

I stayed on my path because I was in desire of something greater for my life. I knew God had a plan and I was playing small. Ultimately, it is my belief in myself and God’s bigger vision that led me to stay the course in the lonely streets of Los Angeles. I won’t scare you with the intimate details of survival in LA, but what I will tell you is that the award goes to the person that keeps going in life. Excuses only work around other people who make excuses, my community changed my life, I am forever grateful.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.

Everyone who visits LA, I give them this tour. It consist of:

– Slauson Street, please visit Slauson Donuts, The Marathon Store, Ride w/ us Bike Shop, Slauson Super Mall. The entire street is a cultural vibe.

– Boyz in the Hood house, The home of Furious Styles (Laurence Fishburne) and his son Tre (Cuba Gooding Jr) is a couple of miles to the north in Park Mesa Heights. It’s 5918 Cimarron Street, between 59th and 60th Streets.

– Hawkins House of Burgers in Watts, The meat is fresh, the people are solid. This side of Los Angeles County reminds you of good music and the good ole days..

– The Santee Alley in Downtown LA, The “bargain hunter’s paradise”, lined with over 150 stores selling apparel and accessories for the entire family, electronics and electronic accessories, handbags and luggage, and more. Bring lots of cash!

– Baldwin Hills Scenic Overlook, offers views and quick hiking fix in the middle of LA. It is gorgeous!

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?

I want to shout out a few people: – My Family, they are my inspiration. I do this for them, always have.

– My tribe, thank you for holding space for me to transform into the most dynamic leader in the world. I salute you.

– 2 Books:
“Born a Crime” by Trevor Noah, Trevor I need a personal meeting with you to ask you two important and personal questions regarding your life? Can we hold space together, I need to talk to you to complete my assessment of your beautiful story.

“How to Win Friends and Influence People” by Dale Carnegie. If you care to be a better person and be well regarded in life, this book is a must. This book IS truth and accountability.

Website: www.patentleatherproject.com

Instagram: @patentleatherproject

Linkedin: https://www.linkedin.com/in/latoyadeshaun-professionalmakeupartist/

Twitter: https://twitter.com/latoyadeshaun

Facebook: https://www.facebook.com/TPLProject

Other: www.latoyadeshaun.com me@latoyadeshaun.com

Image Credits
Blake Leeper, Twyla Malcolm (Image of me pointing brush. Client is wearing a white sweater), Wesley Jonathan, Xhannia, Claudia Taylor(she is in the Black outfit, I have a mask on in the image