SOPHIE GARTH - Cruelty-free Make-up and Eco-Conscious Choices

Redefining Beauty with Purpose

Step into Sophie's captivating journey, where tales of confidence, sustainability, and artistic brilliance unfold. From finance to the transformative realm of makeup, Sophie's narrative is one of tenacity and profound love for her craft.

As a steward of the planet, animals, and humanity, Sophie's makeup kit embodies her values—cruelty-free and transitioning towards full sustainability. Beyond personal choices, she actively educates others on the significance of clean and eco-friendly beauty through her impactful podcast, "The New Zealand Makeup Podcast."

Since graduating in 2011, Sophie's career has been a tapestry of editorial brilliance and breathtaking bridal features. Her influence extends to education, imparting makeup and skincare artistry at the tertiary level.

As a Mumma deeply connected to her two sweet grommies and a commitment to environmental stewardship, Sophie lights a fire in others.

In Sophie's world, beauty is more than skin deep—it's a purposeful expression that harmonizes confidence, sustainability, and the profound artistry of her craft.

An inspiring tale of breaking away from the corporate confines, finding empowerment through artistry, and reshaping the narrative of beauty

Your journey into the world of makeup is quite unique, transitioning from a different field to makeup artistry. What pivotal moments or experiences led you to discover your passion for makeup artistry and choose this path?

Well I was working in the finance industry but knew I wanted to do something more creative. I'm no good at drawing, painting, sculpting etc so when I was offered an on-the-job training role as a photo retoucher I jumped at it.

I worked in a portrait studio and my main job was just to take away “flaws” and make women look slimmer. I was sold the position with the promise of empowering women to see their own beauty, but in reality, it felt more like “Look how we can make you fit into the societal norm of beauty”. I’ll be honest, it was pretty soul-destroying.

But in 2009 I fell asleep at the wheel driving home, wrapped my car around a tree and was lucky to walk away with a sprained ankle, a broken collarbone and a few broken ribs from the seatbelt that saved my life, and a concussion that lasted a year. During that year I had a lot of time to think about what I actually wanted to do.

I was still sold on the idea of empowering women to see their own beauty, but what I had experienced in that studio was that it was the makeup artist who fulfilled that role. So I enrolled in makeup school and never looked back.

In a world where beauty and eco-consciousness are gaining importance, how have you integrated sustainability and cruelty-free values into your makeup kit, and what tips can you offer for others looking to do the same?

About a decade ago I made the decision to use only cruelty-free products in my professional makeup kit. But just like companies are greenwashing now, a lot of them also made claims of being cruelty-free while I didn’t consider them so. If they were selling their products in Mainland China (where until January of this year, it was mandatory for products to be tested on animals to enter their market) then they were indirectly contributing to animal testing. It was a hard line to draw and more dauntingly it excluded the number one brand that makeup artists use - MAC. It also made me hesitant to apply for retail jobs, as few cosmetics brands hiring makeup artists were genuinely cruelty-free.

Fast forward to today and people have caught on so now buying cruelty-free is easy! Buying locally-made cosmetics is a surefire bet, but you can also investigate global brands with the click of a button on crueltyfreekitty.com.

As a mum, I’m also understandably worried about the planet we are borrowing from our children. Waste is a massive problem in the cosmetics industry. Monumental. Not only the 120 billion units of packaging annually, but as makeup artists we are taught to use single-use items in the name of “sanitation”. Single-use spoolers (aka mascara wands). Single-use cotton pads. Single-use and “travel size” products. And then in the trash, they go.

I have a podcast where I interview other makeup artists and often when I mention sustainability, my guest will visibly stiffen. It's a challenging subject, and I empathise, recalling my own initial reservations:

It’s impossible to be a completely zero-waste makeup artist - chemicals and waste are unavoidable in this industry.

There are not many companies making great makeup that tick all of the boxes. It’s impossible to make entirely conscious choices so what’s the point if I can’t do it perfectly? A lot of the best clean makeup brands come from the other side of the globe so aren’t the carbon emissions just as bad.

There's also a prevailing sentiment of leaving the responsibility to the companies, formulators and legislators.

And I get it. When you try and think about how to do something, anything, about it, you’re almost paralysed by choice. You can’t fix all the problems within the industry so which soapbox do you stand on? But I always say doing something, no matter how small you may perceive it to be, is better than doing nothing.

In my kit, I opt for sustainable alternatives like fan brushes, reusable spoolers, and washable black bamboo “cotton” pads. I prioritise clean and sustainable brands in my professional kit and only use bamboo Q-tips that come in cardboard boxes, both of which end up in my home compost. It involves a bit more effort to wash rather than toss, but if more makeup artists adopt these practices, we could significantly reduce waste in our industry.

For the average consumer, I recommend starting with locally-made cosmetics. New Zealand's great regulations on cosmetic products, coupled with the commitment of so many local companies to sustainability, make it easier to find products that align with environmental values. A quick search on Duck Duck Go (a Google alternative that doesn’t spy on your browsing habits) will tell you whether a company has a sustainability plan in place.

Brides have a special place in your heart. Can you share a heartwarming story or a transformational moment when your makeup artistry made a bride feel extraordinary on her big day?

Oh my gosh so many! But one that springs to mind is a busy young mum from a couple of years ago. She was in her early twenties and had a very rambunctious toddler. It was pretty clear to me that her self-esteem could use a boost. She was super quiet and struggled to make eye contact with me and even said in no uncertain terms that she didn’t believe she was beautiful. Which of course she was.

I remember she had these really striking wide-set mono-lid blue eyes, I told her she could be a model with those eyes. We hadn’t had a trial run and as someone who never usually wore makeup, she hadn’t given me any specific brief, so when we were done with the makeup, I somewhat anxiously followed her to the mirror. But as I stood behind her and she looked in the mirror, her eyes just instantly started welling up. She whispered something like “I look beautiful” and then MY eyes welled up. (I’m a Pisces - we’re criers.) It’s moments like that we makeup artists live for. And for the rest of the morning, you could just see the confidence shift in her.

She walked a little taller, she stopped at every mirror, and she got more outspoken. And by filling her kete I filled my own. Magic.

With a diverse portfolio, from editorials to runway shows, can you share a standout experience that truly pushed your creative boundaries or had a significant impact on your career?

Well when I was pregnant with my son, I met a stylist on a shoot and showed her some of my fun creative makeups I had been doing on myself. It turned out she was also the creative director of a local arena show called Tarnished Frocks and Divas and some months later, when my son was a newborn, she asked me to be the Makeup Designer for the show. TFD is kind of the Bay of Plenty version of WOW in Wellington, except all the women performing and walking the runways are over 40. Being creative and all about female empowerment, it was right up my alley. I eagerly agreed without really thinking about the amount of work that would be involved in the prep, but it was such an amazing project. The fashion designers were all super diverse, and just next-level creative so it definitely pushed my creative boundaries.

There are some designs that were too adventurous given the time constraints of a runway show, and learning to direct my fellow makeup artists (I had a team of about 30) was a new but ultimately confidence-building experience. I learned so much and met so many incredible and inspiring women based here in the Bay of Plenty. I was still fairly new in town at that stage so putting my name out there in that way had a massive impact on my career going forward.

Your role as a mother and an advocate for sustainability is inspiring. How do you manage the dual responsibilities and what lessons do you aim to impart to your children through your work and lifestyle choices?

I’m fortunate to share parenting, so I strategically schedule my makeup work during school hours or on the alternate weekends when my kids are with their Dad. Building strong connections with my clients has also allowed me the flexibility to bring my kids along from time to time, although I try to keep this to a minimum. I want my kids to know that however much I may love to work, they are my priority.

When working from home, I have a tendency to work from the time I open my eyes in the morning til I close them at night, so I have been actively working on setting aside a couple of hours after school every day for a family activity. So this might be cooking or baking together, having ice blocks on the beach, checking out the local op shops or even just cuddling together on the sofa with a movie.

Recently my 11-year-old daughter has been asking to get outfits from Shein like all her schoolmates, so the other day she & I watched The True Cost.

I’ve always explained why I make the lifestyle choices I make but she continued to ask, so I felt a need to reinforce my message. I realise not every 11-year-old may benefit from such exposure, but she is super smart and I wanted her to understand why I advocate against fast fashion. She was actually really inspired and is even now doing a school project on the subject!

Being a makeup artist, it’s also always been super important to show my kids that I don’t need to wear makeup to face the world. Not only does less makeup use mean less waste, but I want them to understand that makeup is a tool for self-expression and empowerment - not a necessity for my confidence or for me to feel beautiful. So much so that they know when mum is wearing makeup it’s either for work or for a special occasion. My daughter has recently started being interested in wearing makeup herself so I bought her a mini eyelash curler and some Aleph mascara. I know it wasn’t the big brand one all her friends use but of course, I explained why. I am ever just trying to ensure both my kids grow up making informed choices.

Every artist has a unique touch. What distinguishes your makeup style and approach, and how does it help clients feel gorgeous and confident in their skin?

I think of my style as accentuating natural beauty. I like for the skin not to look layered in makeup. I once overheard a bridesmaid put it this way to the bride - “You don’t look too ‘perfect’, you just look flawless.” And that’s what I’m going for. The feature on your face that you judge most harshly is NOT a flaw. In makeup school, we are taught how to “correct” features. Make lips look an even thickness, make eyes look almond-shaped, make the face shape look oval. This was like my Photoshop nightmare all over again, so instead of doing this, I try to celebrate my client's features. If they have beautiful round eyes, I accentuate the roundness. If they have a big beautiful pouty lower lip, I’m not going to make it look smaller, or the top larger. I want to celebrate the individual beauty that lies in every single one of our faces. I hope that by working in this way when the makeup washes off, they see their unloved features in a new light. How it contributes to their beauty.

I’m also super lucky to get to let my creativity run wild with fun shoots and editorials but I like to show that this can also be done in a clean and sustainable way. If anything, more so! Because unlike at a wedding, the makeup doesn’t have to last all day and night.

Plus you’re there on set to make touchups! With a little creativity, there’s no excuse not to use clean cosmetics in this area of the industry.

You've demonstrated a strong commitment to sustainability and making a positive impact on the world. How do you envision inspiring others to join the cause and adopt eco-friendly practices in their own lives and industries?

Only a few years ago, I did all of this without telling people. I was afraid I would come across as virtue signalling, and I let that fear hold me back. But I fell in love with a beautiful man who taught me to lead with love instead of fear, so with his encouragement, I started sharing what I was doing and why. At first, I was happy to be passively leading by example but truthfully I don’t know whether I inspired anyone to make a change. If anything, I felt some judgment from my fellow makeup artists. But when I started my podcast and subsequently found myself with a platform, it felt almost hypocritical not to start the conversation with my peers about the huge economic issues in our industry.

I hope that by having these difficult conversations with some of the leaders of my industry, we can inspire more artists to join the cause and start to think about their environmental impact in the name of convenience.

When I have my speaking engagements, people often ask me which brands are best for them to use, so I’m currently building an online directory into my website to make it simple.

Advocating for clean and eco-friendly choices is a passion of yours. How do you inspire and educate others in

It really is. I held a makeup industry event in Auckland with the theme of “The Future of Makeup” and used the opportunity to speak about the issues in our industry, and promote brands who are working more sustainably, to the audience. But we Kiwis spent a Jaw-dropping $1.2 billion on cosmetics last year so it’s not just up to the makeup artists. The average woman uses 12 cosmetic products daily. Remember the cosmetics industry is

not just makeup and skincare - it encompasses sunscreen, hair care, toiletries, fragrance…

Whether you're a full-face-of-makeup kinda person or more of a wash-and-go type, every one of us contributes to the cosmetics industry it in some way, so it became clear that if I want to see change, I have to think bigger. Through the platform I have built with the podcast, I have been invited to speak at industry events, which has given me the confidence to, whenever I see a community sustainability event, put my hand up to come and speak with the public about the simple changes they can make to their daily routine for a big impact.

If you had to share one golden makeup tip for our readers, what would it be, especially for those looking to enhance their natural beauty and feel confident?

I always think of that Audrey Hepburn quote - “For beautiful eyes, look for the good in others; for beautiful lips, speak only words of kindness; and for poise, walk with the knowledge that you are never alone.”

I think when you’re consistently looking for the beauty in others, it makes seeing your own beauty easier. In regards to makeup, I think the golden rule is to wear as much or as little that will make you feel beautiful. Because truthfully, it’s feeling beautiful that makes you look most beautiful.

For some, it’s a full coverage base, overlined lips and big false lashes, for others it’s just a little concealer under the eyes, a lick of mascara and some lip balm. And if your usual makeup routine isn’t making you feel like your best self, try something different. If that’s a terrifying prospect to you, reach out to a local makeup artist whose work you admire and book in a lesson. It’s only makeup, it washes off, so don’t be afraid to try something new.

Looking ahead, what are your aspirations as a makeup artist and advocate for sustainability? Where do you see your journey taking you in the coming years?

I don’t think I’m very aspirational with my makeup artistry. I am in such a happy place of accepting the clients I want to, and saying no when I want or need to. I do plan to keep making the podcast and uplifting our incredible and diverse range of makeup artists here in Aotearoa and I hope that by continuing to incorporate questions about sustainability, I can change some hearts and minds (and pro kits!).

I also have more speaking engagements lined up about shopping for cosmetics sustainably! People are starting to come to me, rather than me to them, which tells me the message is resonating with the audiences. Change starts with awareness so I just want to bring a little more awareness to the ramifications of continuing to wait for big business to address the issues. Their profits come first so they aren’t in any rush.

I am also currently in pre-production of a podcast which will promote people doing some awesome mahi in the realm of sustainability but across a wide range of industries. Who knows where this journey will take me, but my inner compass has got me this far so I’ll just continue to go where it leads.

In the world of beauty, Sophie's artistry transcends mere makeup application. Her brushes dance with creativity, bringing forth confidence and empowerment. We extend our deepest gratitude to Sophie for not only curating stunning looks but for crafting narratives of self-love and sustainability. Your dedication to the craft and your advocacy for a more conscious, beautiful world inspire us all. Thank you, Sophie, for sharing your extraordinary talent and igniting a radiant transformation in every brushstroke. Here's to beauty that goes beyond the surface and leaves an indelible mark on hearts. With heartfelt appreciation for the magic you bring to the world.