MY BIZ

Beauty EDIT offers air brush makeup in NewBo

Cedar Rapids business books up to 150 weddings annually

Owner Nichole Reicher applies make up with an airbrush to Jesse Tauke of Manchester at Beauty Edit on Third Street SE in the New Bo neighborhood of Cedar Rapids on Thursday, May 16, 2019. Reicher was doing a trial for Tauke’s wedding in early June, which allows the bride and make up artist to plan how the make up will look and will speed up the preparations on the wedding day. (Cliff Jette/The Gazette)
Owner Nichole Reicher applies make up with an airbrush to Jesse Tauke of Manchester at Beauty Edit on Third Street SE in the New Bo neighborhood of Cedar Rapids on Thursday, May 16, 2019. Reicher was doing a trial for Tauke’s wedding in early June, which allows the bride and make up artist to plan how the make up will look and will speed up the preparations on the wedding day. (Cliff Jette/The Gazette)
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Nichole Reicher’s new beauty business is more like an art class, she says.

She opened Beauty EDIT in Cedar Rapids’ New Bohemia neighborhood on March 1. The makeup and skin care store represents a new retail business model for the young entrepreneur and trained makeup artist.

She previously owned and operated 100 Percent Pure Pro, a spa and skin care salon in Cedar Rapids.

“I always wanted a store setting,” Reicher said of her revamped business. “There are a lot of cool products that people around here don’t have access to.”

For example, the new store offers mini airbrush compressors and airbrush makeup.

“I’m the only retailer for airbrush makeup in the Midwest,” she said.

Reicher got her start in makeup working for Estee Lauder as a department store counter manager while attending Kirkwood Community College for fashion design.

In 2006, almost on a whim, she set aside plans to transfer to the School of the Art Institute of Chicago and instead went to Burbank, Cailf., to attend the Make-Up Designory.

“I decided I liked makeup more,” she said. “My goal was to work on movie sets. I was fascinated with went on behind the scenes with makeup design and prosthetic applications.”

But Reicher moved to Cedar Rapids in 2007 to be with her now-husband. With a lack of movie sets to showcase her new skills locally, she turned to bridal makeup.

“It really blew up and became a full-time business,” she said, noting that she currently has a team of six makeup artists and books 100 to 150 weddings a year.

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Reicher opened 100 Percent Pure Pro in March 2012 to provide a variety of spa services and massage therapy in addition to serving as a base for her bridal clients.

But she wanted to get away from providing spa services and focus more on retail, which led her to open Beauty EDIT.

The new store is located in the historic White Elephant building, which offers a large open space for retail displays, makeup applications and workshops, while the NewBo neighborhood brings substantial walk-in business.

“I came in with a good client base, but it’s nice to gain the foot traffic,” Reicher said.

In addition to airbrush compressors and makeup, the new store offers three different skin care lines — all natural and organic and one vegan — and three artistry-based makeup lines out of Los Angeles, as well as some jewelry and accessories.

Reicher offers airbrush workshops on at least a monthly basis to teach customers how to do their own airbrush makeup applications.

Which goes back to the art class similarity.

“We have easels and work sheets, and it’s all hands-on,” she said.

With the move from the spa setting to retail, Reicher changed the name of her business to better reflect her focus on makeup.

“It’s what we do every day — edit our look and make it better,” she said. “It’s a new take on what we’re used to.”

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At a Glance

• Owner: Nichole Reicher

• Business: Beauty EDIT

• Address: 1305 Third St. SE, Cedar Rapids

• Phone: (319) 200-2061

• Email: purepromakeupartist@gmail.com

• Facebook: https://bit.ly/2JkgrpQ

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We value your trust and work hard to provide fair, accurate coverage. If you have found an error or omission in our reporting, tell us here.

Or if you have a story idea we should look into? Tell us here.