Today we’d like to introduce you to Martha Tello Rosser.
Hi Martha, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Believe it or not, I started in the beauty industry totally by accident! You know straight out of High School when you’re trying to get a “real job” you know the one that you get to help pay for life while you do college. Well, that’s what I did walked into a department store so I could work my way towards a degree in Criminal Psychology! Little did I know because I had on my wine and dine matte red lip; that they were going to hire me and put me through the interview process to work behind the counter for a Beauty Brand!
I always had a thing for makeup and skincare, heck for as long as I can remember my mom, sister and I had a skincare regimen and a makeup routine even though mine just consisted of foundation, lipstick and mascara. All that never made me think, Oh I can get paid to do this. Before you knew it at 19 there I was working for a big beauty brand and I never looked back! Criminal Psychology, Who? I was too much in love… I think I had found my passion.
Over the next 5 years, I truly excelled behind the counter! By 20 I was a counter manager for another beauty brand by 21 I was Business manager for one of the biggest beauty brands. My team and I rocked it out at that counter! I took the counter to $500,000 in sales for the first time ever by picking up $86,000 sales in 6 months over last year’s numbers. Those successes led them to move me to be a Business Manager for the same beauty brand but at a counter that did 1 million in sales a year. Things were awesome, I fell in love with every aspect of it. Sooo many fun things I was able to experience. We even got to go welcome home the troops with Latina Magazine, Good Morning America, even a few big clothing, hair and shoe companies. We provided make overs to those coming home! It was an awesome time!!
Then Life!!! You know how life always has curveballs, well there was one coming! I’m now 25 with my second baby on the way, a time to celebrate! Well, about 2 mths into my pregnancy things weren’t looking so hot. I wasn’t ill or anything but the Dr’s had concerns about the baby. I’m a business manager for a high-volume counter, so I felt the right thing to do was give them a heads up about the concerns my Dr had. Again, I wasn’t ill and it wasn’t affecting my job in any way. Unfortunately, the fear led them to tell me to choose family or my job. We all know the answer to that! I worked for a few days after that convo just trying to ignore the response I received from them. In my mind how could I stay and continue to work for people I’ve done so much for with a response like that! So, one day I walked in and resigned. I picked up my broken heart and left.
I actually left the entire industry, I worked in a prison, worked for a call center at a dealership just odd things that were not for me trying to figure out what was next. I was scorned and I felt defeated. Buttttt you know what?!? My passion kept calling!!! I started freelancing here, there, and everywhere! I started getting pumped and excited again because I working doing what I love. I was starting to get really busy so I was able to leave all the other odd jobs I had! I learned lots doing those things but they were not for me. Then one morning I woke up and decided to expand my service options beyond just makeup.
To Massage school, I go! I always thought my passion lied in the makeup and skincare but after starting my massage, I realized my passion was to be of service; I have a servant’s heart and when I’m serving my heart is happiest.
Going to massage school allowed for the doors of opportunity to open up even further. I could now officially work in a salon environment! To me, this was a HUGE deal!! I went out and looked and looked and found my spot! I was hired on as an independent contractor at a very nice salon. I loved the idea of being an independent contractor because it would allow me to still grow outside of the salon as well.
Over the next 3 years, that’s exactly what happened. My massage, facial and makeup clients started to grow and grow to the point where I knew my next stop would be salon owner. The thought of that scared me to bits. I decided I’d start off small, Party of one (ME) and a 10 x 10 room.
First day this girl was FREAKED out by the unknown!!! At the end of my first day, I had made what I normally made in a week at the salon I worked at so my nerves quickly calmed down. It was like someone took the lid off and things were growing super-fast. Mind you I was doing makeup, facials and massage still so every time my appointment was different than the other, I would have to break down my 10 x 10 room and reset it. It was a mess for me behind the scenes! As for my clients, they really didn’t see all that stuff. 3 months in I decided I needed a second 10 x 10 room one specifically for massage and facials and one for makeup. A year in; it was time to take an even bigger leap of faith and get an actual salon space. I went out and did just that!! A few of my hairstylist friends even decided to join me on this crazy adventure.
In our industry being your own Boss, having your own place gives you a lot of security and makes you feel like you made it!!! You’re living the American dream being a business owner.
When I opened the salon things were going FANTASTIC! It was full-service cuts, colors, massage, facials, makeup, and acupuncture. It had come to the point where the only thing missing was products for our customers to take home to extend the life of the services they were receiving in the salon. Selling is such a dreaded thing in every industry but it’s truly an important part of what we do. I had avoided products up until this point because I was still scorned from the beauty brand I worked for years ago but I knew it was necessary. In all honesty in our industry, it can set you apart to have products that compliment your services. I knew I should have done it years ago but timing was a big factor. I looked high and low. I wanted something that not everyone had, I wanted something exclusive, I wanted something that was backed by science, and something that had high quality ingredients.
Just by chance a friend of mine who is great at making connections reached out to me about this line she had seen and heard about. It ended up being exactly what I wanted! Products that expanded across all the industries we had in the salon; makeup, skincare, health, nutrition and custom cosmetics! Who was making custom cosmetics in 2014? Really no one!! The line hit all my wants! I brought them in and our clients were loving everything about them.
Then Life! My husband come home one day and says babe we need to talk. He sits me down and tells me that his job is moving us from Albuquerque, NM back to Texas, Austin to be exact. In one second, I’m devastated! How did I just basically get fired from my own business!! I’m the Boss. El Jefe, La Mera Mera…
What’s next? Am I going to have to go work for someone? No one is going to know me. I’m going to literally be starting from scratch. All the pros in my salon, what am I going to tell them! This time was truly awful for me!! You’d never know though because I always had a smile on my face and a solution on my mind but it truly was devastating. I only had 3 months to figure it out.
In chaos comes clarity! I mathed and mathed a lot. I needed to know where every single penny was going and coming from. What I realized when I did this was enough income was coming from product sales that I could sustain the salon and run it remotely till everyone in the salon figured out their next move. So, I did just that. In hindsight, not the best decision but you live and learn!
Now, what’s going to happen to me? I’m in Austin getting my family settled. For about 6 months that’s all I did. But my passion kept calling! Remember the products? That’s what I focused on… I created custom cosmetics from afar for my clients in Albuquerque. I customized skin care regimens from afar. I even customized systems that helped their health and nutrition. All via phone calls and skype. I then put together a studio, displayed my products and went from there.
I literally started from scratch in Austin… Networking groups, FB groups, Mom’s groups, you name it I joined it. I would answer any request for a hair and makeup artist… I didn’t care if it paid or if I didn’t! I was doing it to! I needed to get my name out there. Every single moment from above taught me everything I needed to know to start again from scratch. The prison taught me computer skills, The car dealership taught me cold calling and introductions, The beauty counter taught me sales and the importance of products. Freelancing taught me to have contracts, Massage school taught me health, nutrition and the body. Being a salon owner taught me how all of the things above go hand in hand. Throughout each season of my career, I was always a teacher because of the knowledge, experience or position I had.
5 years later… I’m an International trainer, I train pros, enthusiast and every day folks’ makeup, skincare, marketing, application and how to custom create and brand makeup for themselves. I’m an Owner of an on-location Luxury Bridal Beauty Business; we do at LEAST 50 weddings a year. I create custom cosmetics from scratch. I do hair and makeup for any occasion. I’m a health and beauty Consultant, meaning I help businesses come up with a plan of action on how to move their business forward. I also consultant on how to incorporate products and services into their own businesses to help increase their bottom line. I’m a health pro, LMT.
My journey and every hiccup brought me here!
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
I chuckle evetime I’m asked about things always being smooth as butter. The answer is always going to be a hard No!
In life, there is going to be obstacles but I truly feel those obstacles are necessary. Those obstacles just mean you are growing either down the wrong path or the right one. It’s just a moment that frustrates you to the point that you have to evaluate everything around you to continue to move forward. Now when I see an obstacle or things aren’t going according to plan; I say something bigger must be coming! A blessing in disguise!
Trust me I only shared a few in my journey above but if I had enough time I could have written a book! lol
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I’m many things a Professional, a Business owner, an Artist, an Entrepreneur, a Consultant, a Health Professional, and an International Trainer
I specialize in makeup for all occasions for all skin types and tones. I also specialize in custom creating makeup from scratch.
I’m known for being a great trainer to others because of my style of training I not only explain things down to the science but then I also teach you how to implement in real world scenarios. I’m also known for being quick, efficient and extremely reliable without compromising the quality of my work.
I am most proud that after being in the beauty industry for over 20 years all the bumps and hard moments didn’t win they helped me grow and gave me the drive to keep going.
What truly sets me apart is my ability to customize solutions for others whether it’s in the form of product, service or guidance that they can utilize in their own everyday lives or in their own professions. There is no one size fits all with me. I need to know all of you as an individual to guide you correctly.
We’re always looking for the lessons that can be learned in any situation, including tragic ones like the Covid-19 crisis. Are there any lessons you’ve learned that you can share?
I learned this lesson years ago when I had to shut down my own business by no fault of my own. Those lessons and pivots I had to take came in clutch this past year and a half.
Our income as service providers in the health and beauty world come for our literal hand and face to face interactions. What happens when that’s taken away?
No. Money is what happens.
Don’t rely on one thing! Make sure you have multiple sources of income.
Look at complimentary products or services that don’t require you to physically be present so that you can still earn an income.
When I wasn’t in person, I was literally on zoom everyday doing consultations for clients for products recommendations. I was consulting business on how to continue to work and provide service from home. I was teaching beauty professionals and enthusiasts globally. None of these required my physical presence. and the product reorders usually came in through my website. Things I had to do 5 years ago when I went from NM to Austin. Truly helped me during this crazy time.
Pricing:
- Makeup Starts at $100
- Hair Starts at $100
- Customizable Cosmetics starts at $45
- Trainings start at $150
Contact Info:
- Email: therootofbeauty@yahoo.com
- Website: www.rootofbeauty.com
- Instagram: www.Instagram.com/jellotellomua and www.Instagram.com/TheRootofBeauty
- Facebook: https://www.facebook.com/martha.rosser
Image Credits
Rich Cirminello
Diane Mueller Photography
Complete Weddings and Events
