Bridal Stylists Make Wedding Magic

It’s 4 a.m., and bridal stylist Dori Hsu is already on her way to work. When she arrives at her client’s home at 5:30, the drowsy bride-to-be answers the door looking worried. “What am I going to do? I couldn’t sleep last night. The circles under my eyes have got even darker, and my skin’s breaking out.”

“It’s OK. I’ll take care of it.” Hsu sets down a suitcase filled with the tools of her trade—cosmetics, brushes, and applicators—and begins to wave her magic wand. She covers dark circles and pimples with layers of makeup, leaving the bride with beautiful-looking skin.

Hsu moves on to her client’s neck and shoulders, then does her hair, paints her nails, and adds a few final flourishes. By the time she gets the bride into her gown and veil, it’s 9:05 and time for the groom to escort her to the ceremony.

With still more to do at the site of the wedding banquet, Hsu hasn’t a moment to spare. Brides typically go through three outfit changes during a wedding banquet. During the 20 minutes or so allotted to each, the stylist must redo the bride’s hair, match her makeup to the new outfit, help her change clothes, and get her to and from the restroom. It’s a constant race against the clock.

“One time, I had to start applying a bride’s makeup at 2 a.m.,” says Hsu, explaining that once a couple picks a time, she does whatever it takes to make it work.

Hsu began styling brides three years ago. While she spends most of her time as a homemaker, she transforms into a stylist on weekends and holidays. Because the work is part time and doesn’t require her to punch the clock, it allows her to earn a little extra income while also taking care of her home and family.

The husband-and-wife team of Carol Chang (at right in left photo) and Max Chuang (at left in right photo) are bridal stylists who have built a fantastic reputation working with major cosmetics makers and models.

Although the number of Taiwanese getting married hasn’t grown at all in recent years, the younger couples who do marry are demanding higher-quality weddings. These contemporary weddings have evolved into spectacular events consisting of myriad tasks requiring a very fine division of labor. It is this environment that has given rise to the hot new field of bridal styling.

Much of the job’s appeal stems from its income potential.

The work is seasonal. Stylists enjoy a “summer vacation” during the seventh month of the lunar calendar, then put in crazy hours in the run-up to the lunar new year. Generally speaking, they make around NT$50,000 per month, assuming they style four brides per month and charge about NT$12,000 for each. That level of income is very attractive to young people thinking about changing careers.

But many of these career changers don’t really understand what the work involves. Individuals hoping to become professional bridal stylists need three key attributes: professional competence, the ability to market themselves, and a particular kind of personality.

Classes on bridal styling, whether offered by the Bureau of Employment and Vocational Training (BEVT) or private entities, can teach would-be stylists how to apply makeup and style hair, but students are on their own when it comes to developing an aesthetic sensibility. Those who can only offer tired old clichés are going to have a very hard time providing brides with what they want.

Hsu mentions a wedding she once handled for a Seediq Aboriginal couple. Tribal customs required the newlyweds to wear traditional clothing and accessories, and for the groom to carry the bride into the venue. Hsu researched Seediq hairstyles and accessories to ensure that the look was perfect.

Then there’s marketing. Even skilled stylists have to make people aware of them. Growing their businesses requires a good reputation and positive word-of-mouth.

Given the importance of self-marketing, many stylists maintain their own websites, Facebook pages and blogs.

But their best promotional tool is a solid reputation built over an extended period of time. Popular stylists can be booked as much as a year in advance, and couples have even been known to change their wedding dates to accommodate their stylist’s schedule.

Finally, stylists must have a particular kind of personality. They need the professional judgment to select an appropriate look for the bride, the ability to address problems as they emerge, and the skill to provide the bride, her friends, and her family with a satisfying experience. That means bridal stylists need to be patient, to be skilled communicators, and to be adept at managing stress.

Modern weddings have become extravagant parties requiring the services of numerous professionals to organize.

Bridal stylists have been operating in Taiwan for more than a decade. BEVT, which offered its first styling classes in 2005, now trains roughly 300 stylists per year. With private entities also offer training, nearly 1,000 new bridal stylists enter the field every year.

Many students begin taking clients as soon as they finish their training. Unfortunately, such students often lack long-range plans, are unwilling to continue developing their skills, and are too pound-foolish to spend the amounts necessary to upgrade the tools of their trade. Having failed to invest in their profession and build word-of-mouth, many quickly wash out of the field.

One bridal styling educator who blogs about the business has estimated that it costs roughly NT$150,000 to acquire all the necessary cosmetics, wigs, personal care products, and accessories. People who enter the profession unaware of these costs, who have eyes only for the high earnings potential and limited number of work days, are in for a rude awakening.

Flexible hours allow bridal stylists like Dori Hsu (left) to manage both career and family.

Stylists hoping to have long careers must continue to invest in themselves, treating their business as a microenterprise and carefully managing their personal brands.

Carol ­Chang, a five-year veteran of styling brides who currently teaches, and her husband Max ­Chuang are a rarity in the field: a husband-and-wife team. ­Chuang, who has handled demos for major cosmetics makers and done makeup at fashion shows, says, “Models come to shows to do a job; they really don’t care how you make them up. But brides hire you to provide them with a service, and expect you to meet their demands. It’s harder being a bridal stylist.”

The reason is that for all that fashion shows and weddings both involve creating a look, a bride sees her wedding as the most important occasion of her life, one at which she will be the focus of everyone’s attention. She won’t tolerate anything going wrong. Stylists have to understand that they are there to serve the bride.

“Stylists not only have to make the bride beautiful, they also have to make sure all the VIPs are happy.” ­Chang says that she and ­Chuang once dealt with a couple who had them make up all of the bridesmaids and aunties attending the wedding. The couple ended up running out of time before they could get to the bride’s mother. Not surprisingly, the bride was unhappy even though she herself was beautifully made up.

The husband-and-wife team of Carol Chang (at right in left photo) and Max Chuang (at left in right photo) are bridal stylists who have built a fantastic reputation working with major cosmetics makers and models.

Most stylists run one-person operations and only hire others if the occasion demands extra help. Since their fees are charged on a project basis, involving two people cuts each person’s income in half.

­Chang takes the view that having two people working on projects is more efficient and creates a better atmosphere. For example, she sometimes gets so focused on her client’s hair that she forgets something important. When ­Chuang is there putting on the bride’s makeup, he can remind her.

Weddings are typically chaotic affairs. With the two of them working together, it’s easier to help the bride deal with all the little things that come up, like passing messages, offering reminders about timing or processes, keeping an eye on things, and what have you. Helping with these kinds of trifles really makes an impression on the client.

­Chuang says that the biggest difference between styling brides and other service-oriented businesses is that bridal clients almost never come back, simply because most people only marry once. Stylists who hope to continue to develop their client base must rely on their reputations, and good reputations are built on the consistent provision of high-quality services.

“A bridal stylist’s greatest joy is watching each beautiful bride enter her wedding venue,” says Chang.

With people today placing greater importance on getting the details right and on the creation of wonderful memories, it’s no wonder that the hot new personal service involves helping young couples create a moving experience.