Inside the mind of the woman behind Ariana Grande, Lindsay Lohan, Demi Moore, and Hailee Steinfeld’s Glam. 

https://www.instagram.com/ash_kholm/ – ash_kholm via Instagram

Few figures in the beauty world know how to grab the spotlight like Ash K Holm. As a celebrity makeup artist, she’s the genius who created Ariana Grande’s 60s’ Pop, white-flower eye in ‘‘We Can’t Be Friends’’, the ultra-glam transformations of the Kardashian sisters for the Ambani wedding, Eiza Gonzales’s classic Hollywood gold at the 2025 Golden Globes, and Camila Cabello’s cool-toned shimmer lit up her León fair set in Mexico. This was all Holm’s doing. And PopDust knows you loved it.

Driven by a passion for making people feel beautiful, Holm is both a beauty expert and a true artist.

Below, PopDust caught up with the A-list make-up artist to talk about the beginning of her career, beauty trends, and her advice for beginners. 

Ash, can you tell us a little bit about your life before becoming a makeupartist?

I grew up in Houston, TX, and my Lebanese heritage has had a huge influence on me. Thewomen I looked up to always wore makeup—especially eyeliner, which is something MiddleEastern women can’t live without. When I was 18, there weren’t any makeup schools, and thiswas before YouTube, so I enrolled in cosmetology school. It focused mainly on hair, and I couldcount the days I actually got to do makeup. But on those days, I lit up with excitement because Iknew my heart was in it.

Have you always been drawn to makeup, even when you were a kid?

Yes, absolutely.

How did you break into the beauty industry?

After applying multiple times, I got hired as a freelance artist at a MAC counter in the mall.Soon after, I moved up to part-time and then full-time at the MAC store in Houston Galleria.That’s where I really honed my craft. I was obsessed with both the artistry and the business sideof MAC.

I had a dream of becoming a MAC Resident Trainer, so I taught myself how to educate andpublic speak. I ended up not getting the job, but it was the best thing that ever happened to me.Around that time, Instagram was new, and I saw it as an incredible tool to inspire other artistsand connect with people. I consistently posted my work every day, and through word of mouth,Lilly Ghalichi, Carmen Electra, and eventually Khloé Kardashian found me.

Six months after quitting MAC, I moved to LA and took my freelance career full-time.

Who has been the biggest inspiration behind your work?

My parents have been a huge influence because of their work ethic. They showed me from ayoung age that if you truly work for what you want, anything is possible. My husband is also akey player in my career he’s always pushing me to try new things because he truly believes inme.

It’s important who you surround yourself with because you become a reflection of the people you spend time with.

What’s the most rewarding part of being a makeup artist?

Making the person in my chair feel good. I love helping people in general, but there’s no better feeling than seeing someone’s energy shift after they see themselves in the mirror.

In just three words, how would you describe your signature makeup style?

Fierce, detailed, timeless.

What are a few things you always keep in your kit?

Morphe Brushes – they have so many unique shapes, and the fibers are extremely soft, allowing for a seamless blend; Falscara Studio Lash Collection (Delicate & Xtra) – it’s a DIY lash extension kit I can’t live without, it allows me to customize each look; and  Elemis Superfood Facial Oil – it gives a beautiful glass-skin effect and is amazing for skin prep.

What does your day-to-day makeup routine look like?

I keep it simple: Supergoop Protect Tint for a lightweight SPF glow, Tom Ford Shade & Illuminate for a soft contour,  Armani Luminous Silk Concealer for a hydrated under-eye,  Makeup Forever Anywhere Caffeine Lip Liner, NARS Orgasm Liquid Blush, Haus Labs Mascara, YSL Candy Glaze #15, and Huda Beauty Peach Pie Powder. 

What’s your favorite beauty trend right now? And your least favorite?

I love all the different ways you can wear blush. I personally like a higher placement with apinky blush. For years, I avoided blush because I have rosacea, but once it became so popular,I gave it another chance. My least favorite trend? Overly contoured faces—I prefer a softer, more natural sculpt.

As a high-profile makeup artist, do you feel any pressure to set trends or promote certain beauty standards? How do you navigate that?

I don’t focus on trends—I do my own thing, and somehow, along the way, I end up settingthem. I think when you’re fully immersed in your craft, you’re not following trends—you’recreating them.

Makeup is an art, and beauty is subjective. What I think is beautiful might not be beautiful tosomeone else, and that’s okay. The key is to stay authentic and do what feels right for you.

Is there anything you do as part of your process that might surprise people?

My team and I document every single product I use on every client, every day. I’ve been keeping this book for six years—it includes product lists, event details, and reference photos. It’smy glam diary, and it helps me recreate looks when clients request a specific skin finish or eyemakeup from a past event.

It’s meticulous, but I hold myself to a high standard, and it makes my artistry better.

How do you customize makeup for each client? Do their tastes influence your technique?

I carry a variety of products in my kit so I can customize each look based on skin type, event,and personal style. Many times, it’s a collaboration—clients love being part of the creativeprocess, and together, we refine their signature look.

Of all the fabulous looks you’ve created, which one stands out?

One of my favorites is Megan Fox at the VMAs—she wore a sheer nude dress with wet, wavyhair, golden accents on the eyes, and glass-like skin. Every detail—hair, makeup, styling—wasin sync, and it became an iconic moment in VMA history.

Which beauty brands are leading the way when it comes to inclusive foundation shades?

Danessa Myricks, LYS, Made by Mitchell, and Makeup by Mario have all pushed the industry forward in terms of shade ranges and undertones.

Has there been a moment in your career that really tested you? How did you move through it?

One of the hardest things is not getting attached to opportunities. In this industry, things change last minute—you may think you’re doing makeup for a major event, and then plans shift.At first, it’s disappointing, but I’ve learned that something greater always comes along. The keyis to stay focused on your long-term vision and trust that bigger things are on the way.

Any upcoming projects or collabs you’re excited about?

Yes! I’m excited to be working with Morphe Brushes as their Global Celebrity Makeup Artist.They’re elevating the brand, and we have some exciting artistry-driven launches coming up.

Any advice for aspiring makeup artists?

Stay consistent, disciplined, resilient, and never stop being the student. Use social media to showcase your work and connect with people. Don’t be afraid to assist established artists—it’sone of the best ways to learn. And develop your own style. It also teaches you thebehind-the-scenes of the business. And truly all the ins and outs of it.

How has social media shaped your work? Is it helpful or more of a pressure?

It’s both. Social media is an amazing tool for visibility and connection, but it can also create pressure to constantly produce content. I try to use it in a way that inspires rather thanoverwhelms.

What major shifts have you noticed in the beauty world lately?

The move toward authenticity—real skin, natural finishes, and embracing individuality rather than perfection.

What does the future of makeup artistry look like to you?

I see a balance between innovation and timeless beauty. There will always be new formulations and techniques, but classic artistry will never go out of style. I also see more customization—products tailored to individual needs, from skincare-infused makeup to personalized shade matches.