They say, ‘everything that glitters is not gold’ but for 25-years-old, Iva Latoya Lewis surely everything she touches radiates and glistens. Her brand, ‘Glamour Art by Toya’ is making significant strides in the world of beauty, as Latoya utilises her creative insight to create flawless and effervescent faces. Dazzle pulls out its pages and lets Latoya paint her story for your enjoyment.
‘Toya’, as she is affectionately known, is another Saint Lucian beauty, born and raised in Reduit, Gros-Islet. She attended the Babonneau Secondary School, where upon leaving, her art of beauty story began.
Latoya explained, “I was first introduced to make-up about nine years ago by my then manager, Mrs. Rosemary Deligny. At the time, they were conducting interviews for an Iman representative for Saint Lucia. Though I had little interest in it, I thought it would have been a great opportunity. So I interviewed and I became the only Iman rep. for Saint Lucia for three and half years.”
A few years later, Latoya would become a trained and certified MAC Cosmetics specialist, developing a ‘name’ for herself and becoming well-known for her work.
“So why not?” Latoya exclaimed about starting her brand.
Having realised her talent and potential as a make-up artist, along with her nurtured love for the craft and the demand for professional make-up artists on island, Latoya decided to start, ‘Glamour Art by Toya’.
“‘Glamour Art by Toya’ is only three years old but has done significantly well thus far”, she explained. “It is just a baby”. Latoya who currently manages and runs ‘Glamour Art by Toya’ on her own, boasts two of her main clients which are Bay Gardens Beach Resorts and Red Unlimited Carnival Band.
Creativity is not easily harnessed and many artists have to find ways of channelling and maximising their true potential. Latoya finds hers, whilst sitting at home, playing with colours and designing her face. This provides her with inspiration and allows her to ‘think outside the box’.
“I look at someone’s face as a canvas, people have different shaped faces and eyes and different features, so when I commence an application I get to harness that creativity.” Latoya said.
For make-up artists to have their work acclaimed often amounts to other achievements. Latoya’s work has done just that, as it seems persons from all over the world are learning of her unique and illustrious talent.
Latoya recounts, “My most memorable moment is when I received an email from a client from Australia who was visiting the island and wanted her make-up done by me.”
Latoya points out that she gets most creative doing “carnival make-up”. She further explained, “I go overboard with the colours, I can get creative with jewels, feathers and other accessories. I can go really crazy, contouring and structuring the face; I can make it look really artistic.”
In the next five years Latoya would like to own her own store, she also wants ‘Glamour Art by Toya’ to become global.
Latoya shared her dream: “I would also like to be the winner of the Caribbean Make-up Artist of the Year award or just recognised.”
Dazzle would like to wish Latoya all the best and to urge her to continue striving for greatness.
