@sonagasparian
Instagram: @sonagasparian
Location: Downtown Los Angeles
Astrological Sign: Sagittarius
Book that changed your life: The Untethered Soul by Michael A. Singer
Beauty product (or treatment) that changed your skin: PanOxyl Cleanser for acne and Persona Cosmetics DreamStick in Dune
Podcast you can’t stop listening to: Oprah’s Super Soul Sunday
Instagram account you love to follow: @rosiehw
If you took a high school art course, chances are you remember being briefly introduced to color theory (remember the color wheel?). Believe it or not, that knowledge can come in very handy for your own beauty routine. Just ask Sona Gasparian, makeup artist and founder of Persona Cosmetics — she’s built much of her brand on the foundation of finding the right colors to bring out your own unique beauty. We chatted with Sona about her brand, her go-to looks, and what self-care looks like for her.
TS
How did you become inspired to create Persona Cosmetics?
SG
As I makeup artist, I of course had my favorite products, but I always felt like there were things missing. Persona is my way to leave my mark in beauty by creating products that I felt were missing from the market.
TS
You launched Persona Cosmetics with the Identity Palette — can you tell us more about why this was your launch product?
SG
As a makeup artist, I was constantly building my own eyeshadow palettes using the concept of color theory to bring out the best in my client’s eyes. I just couldn’t find the right palette on the market and I knew I had to simplify the process. I dreamed of making the perfect neutral eyeshadow palette that was specifically made to enhance brown eyes — over 75% of people have brown eyes! I saw this as an opportunity to fill this void in the market. In 2015, I began developing the Identity Palette with the help of the online community I had grown to really understand their beauty concerns and frustrations. We launched in 2016 with the palette as our hero product and it’s been a best-seller ever since!
TS
Why is color theory so important to your brand?
SG
Color theory is something I studied extensively, both in art school and makeup school. You see a lot of people using color theory for skin correction, but I really wanted to focus on enhancing natural beauty rather than correcting it. I really wanted Persona to be makeup for the everyday person, and color theory is a great way of simplifying beauty for people who might not be familiar with how color can help compliment your natural beauty.
TS
We’re obviously skin-obsessed — what makes your formulas skin-friendly?
SG
As someone who has had sensitive skin my whole life, developing products that are skin-friendly has always been extremely important to me. We believe in creating products without potentially harmful ingredients that may be irritating to certain skin types. We follow a Clean standard, and our growing list of ‘no-no’’s includes formaldehyde, Sulfates, Parabens, synthetic fragrances, and more. We love incorporating nourishing, skin-loving ingredients into our formulas such as Vitamin E, Jojoba Oil, Squalene, Aloe Vera, Avocado Oil, and Shea Butter whenever possible.
TS
What’s your favorite product in your line?
SG
I would have to say our DreamStick Bronzer. It’s so quick and easy-to-use and transforms my look in just a few minutes. SwipeUp Tinted Brow Gel to fill in and shape my brows is also an everyday must!
“I really wanted to focus on enhancing natural beauty rather than correcting it.”
TS
What is your go-to makeup look for day-to-day? What’s your favorite special occasion look?
SG
I love a natural look. I feel most confident when I have minimal makeup on: concealer, bronzer, brows, mascara and a lip balm. My favorite special occasion look is a natural smokey eye using the Identity Palette to enhance my brown eyes and a nude lip.
TS
What do you believe is the biggest beauty myth?
SG
Baking works for all ages. Baking in general can look heavy on the skin, but especially if you’re working with mature skin with fine lines, baking can settle into fine lines and make you look dehydrated and heavy under the eyes. I prefer setting with a fluffy brush in a blending motion.
TS
What’s your self-care power move?
SG
Meditation, exercise and weekly face masks.
TS
In a few words, describe beauty as you see it.
SG
I think makeup and skincare is wonderful, but I truly believe that everything starts within. Mental health has so much to do with beauty, which is why it’s such a big focus for Persona. I believe taking care of our mental health is the key to feeling beautiful. Things I do to better my mental health and feel beautiful inside and out include eating healthy, moving my body daily, meditating in some way, keeping a gratitude journal, Transcendental Meditation, checking in with myself etc. All of these things contribute to how beautiful I feel.
