How many times have you gotten ready for an event only to wish you had a professional makeup artist or hair stylist at your beck and call? Thanks to technology and the savvy idea of TheStylisted co-founders Julia Carmona and Lauren Katzberg, now you can. Imagine getting ready for your best friend’s wedding knowing your blowout appointment is coming straight to your home or the cat eyeliner look you’ve always wanted to try, (but thought you couldn’t get it right) can now be perfected by a professional makeup artist. We caught up with the Founders of TheStylisted to learn more about these on location beauty services for busy women, how they turned the idea into a viable business and what their top performing services are.

You co-founded TheStylisted in Chicago in June of 2013, after seeing a need for on-location beauty services for busy women and after several disappointing makeup counter and hair styling experiences. What were some of those experiences that helped you turn that into a viable business idea?
LK: I’ve had to wash my face after a couple of counter visits. The most recent experience, before a wedding in Atlanta, entailed a $30 cab ride to a department store in a gown, only to show up late to the wedding without a stitch of makeup on. It struck me that women spend weeks thinking about what they’re going to wear before an event, and then ultimately trust the most important part of their look— hair and makeup — to someone they know nothing about.
JC: I always had a hard time getting to where I needed to be on time so it was really about maximizing convenience for me. I hated having to run around town before a big event, head home to change and then go right back out.
LK: We were able to turn a personal pain point into a business by first confirming that other women had similar experiences. Then, it was all about understanding the stylists’ side of things. Once we realized that the current system wasn’t really working for them either, we knew we had a business.

TheStylisted provides clients with a wide array of beauty services including blowouts, dry styling, up-dos, makeup application, airbrushing, and lashes delivered to a client’s home, office, or hotel. What are some of your favorite services?! What are some of the top performing services?
JC: I love getting my makeup done, particularly when I’m going to have pictures taken. I’m never adventurous when I do my own makeup and working with one of our stylists allows me to experiment in the hands of a trusted expert. I also love the extra pop that lashes add, but like many women, I can’t seem to apply them myself!
LK: I love getting an updo for a special occasion. Unless a professional is involved, my hair will likely be down and resemble my everyday look. I like to experiment with YouTube tutorials, and might even be happy with the initial result, but I can’t get it to last through a night of dancing like the experts.

You’ve been expanding rapidly –the Chicago Market, and all five New York City boroughs via www.TheStylisted.com and TheStylisted Mobile App, with plans of expansion to Los Angeles for fall 2014 and Miami, what are some of your other future plans for TheStylisted?
LK: We plan to be in 21 cities in five years. The site is also under a major redesign (as we “speak”). The new interface will make the whole booking process even easier!

What are the biggest beauty differences thus far between women in New York City and women in Chicago?
JC: We’ve noticed that women in Chicago tend to get ready in larger groups and turn it into a pre-party prep event (champagne, music, a big group of girls and a few stylists). Women in New York tend to book for convenience and speed.

When did you first realize you wanted to work in the beauty industry?
JC: My first job out of college was actually in beauty, doing PR for a global cosmetics company.
LK: I was a management consultant for four years before starting TheStylisted, and my biggest client was a global prestige cosmetics company.
JC: Lauren and I both knew we wanted to start a business, but having beauty as a common background was really the impetus for us starting a beauty business. The best advice we received was to do something you know – whether it’s a personal pain point or an industry you’ve worked in. For us, TheStylisted is both.

How has social media changed the beauty industry for the better?
JC: Women are experimenting and being inspired much more through social media. We’ve always had celebrities to look to, but now we have real women giving tips and tricks and favorite products. Not to mention, we all want to be a bit more polished every day! You never know when you’ll find yourself in an Instagram worthy moment so it’s never a bad idea to spend a few more minutes getting ready.

What are your beauty must-haves, products that have truly changed your life?
JC: Diorshow Waterproof Eyeliner- it’s the only liner that doesn’t budge on me.
NARS Casino Bronzing Powder- it’s my perfect shade of tan. I’ve gotten much better about protecting my face from the sun these past few years, and as a result, I’ve also gotten much more addicted to this bronzer.
LK: I have very dry skin and Kiehl’s Midnight Recovery Concentrate hydrates like nothing else I’ve tried. My makeup goes on much smoother as a result. I also love Hoola bronzer by Benefit and Nars Velvet Matte Lip Pencil, to name a few.