We had the good fortune of connecting with Kendra Richards and we’ve shared our conversation below.

Hi Kendra, we’d love to hear what makes you happy.
I framed a quote that I found once that helps express the idea for me. “You have not lived a perfect day even though you earned your money unless you have done something for someone else who will never be able to repay you” Being able to do something for someone, big or small, that makes me deeply happy.


Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Heir Atelier is my niche line of makeup primers. As a pro artist with over 25 years working in the entertainment industry, it speaks to my experience and expertise. When I first tried looking for primers to use on my jobs, I was confused and disappointed. They seemed to ball up, be heavy or sticky or interfere with the makeup. I just wasn’t getting the results that were promised so I decided to make my own. Skin prep is the first step in creating the best looking and long lasting makeup for my clients. That for me meant creating a blend of quality skincare ingredients combined with makeup primer ingredients to achieve that. I am proud to say that Heir Atelier is the only brand on the market that focuses only on makeup primer for face, eyes and lips. The primers are all vegan and tested on models and celebrities, not on animals. The Eye Primer has won 2 best of beauty awards and the Face Primer is an Allure beauty editor favorite. Makeup artists who typically don’t like primers are fans and for me that was the scariest thing to overcome. I have such respect for my colleagues and know that to have fans of the brand who work with top artists is so gratifying. Honestly, there are so many challenges when launching a brand from financial and marketing to scaling, but one of the things that I find is less often spoken about is the battle that goes on inside your own head. When I speak with other women founders many of us seem to have to work through dealing with that little voice that discourages you, sows doubt, etc. That I think is an important challenge to address. I have learned that the universe rewards action, so until you step out with your dream and really do it, you will not see how everything and everyone you need will find it’s way to you! Also, don’t be afraid to admit what you don’t know. There is no shame in that. I would often tell vendors who would talk with me in the terms used by their industry that I needed to them to speak to me in simple laymen’s terms.  Ask questions, enjoy learning and always reach back and share what you know with anyone who also wants to step into the arena. I have learned from people who generously pointed me in the right direction and I always try to do the same when I can.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
The visit I would plan pre-pandemic or once we return to some normalcy would look something like this. Atterton store up at Glen Center for amazing curated beauty from my friend beauty editor Kelly Atterton. Kelly is an amazing source for all things beauty and otherwise. She also hosts top facialists and beauty gurus for services. My favorite restaurant: Crossroads for amazing food, drinks, music, vibe and you never know who might show up from a former president to major rockstar or actor. Soho House for drinks with a view. Rooftop bar Dream Hotel Hollywood. Yamashiros for drinks with a view but you need to get there early to get a spot with a view since preferred seating goes to diners. Chateau Marmont for drinks and people watching. Pho Cafe on Sunset, they take cash only, it’s not fancy, just good food. Live music somewhere in town depending on who was playing and what we felt like seeing. If my friend and favorite DJ Johnny Knight was playing in town I would ask him to get us in. An art, film, music or book event. For massage, The Now, for an upscale massage we’d go to The Four Seasons.   For facials at Arcona Studio. Hikes around Topanga or Malibu that are less crowded than some of the more popular trails Bike ride on the beach Griffith Observatory for a hike and then view of the city Drive along Mullholland for views The Farmers Markets around town for amazing local organic produce. For some of the most interesting people I would have to say I would plan dinner parties at home with friends both old and new.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
My shoutout is to the countless generous people who encouraged me, shared resources, ideas or contacts, gave me my first opportunities and shared my brand or my work over the years. I couldn’t have done it without my Creme Collective sales team that got Heir Atelier into retailers like Net-A-Porter and retailers around the country and the world,  publicist, Woods & Co. that submitted the primers for beauty awards that helped land our 2 best of beauty awards, beauty editors who really “get” the primers and share, the community of women who I have met through social media that support and lift me up, makeup artist colleagues who test, use and share the primers, first and foremost, my family and friends.

Website: HeirAtelier.com

Instagram: @heir.atelier.

Linkedin: Heir Atelier

Facebook: Heir Atelier

Youtube: Kendra Richards Makeup

Image Credits
1) Trever Hoehn photographer 2-5) Steve Erle. photographer 6). Kayla Adams photographer 7) Day Milan. photographer

Nominate Someone: ShoutoutLA is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.