How the Link Between Transformation, Beauty and Sociology Inspired Alyson Hoag’s Brow Brand, Genuist Beauty
Alyson Hoag is on a mission to help people find their own genuine beauty, and her cosmetics brand, Genuist Beauty, is all about making that happen.
With more than 30 years of hands-on experience in the beauty industry, including running her award-winning Authentic Beauty Makeup Salon & Brow Studio in Atlanta, Alyson founded the brand in 2023, focused on brow-enhancing products to highlight the most important feature of the face. In the increasingly complicated world of cosmetics and beauty that holds women to impossible standards, Genuist Beauty is here to make it easy to feel gorgeous in your own skin by highlighting your own authenticity and natural beauty. We had the chance to chat with Alyson to find out all about her ethos and what makes Genuist tick in the interview below.
Name: Alyson Hoag
IG handle: @alysonhoag
Hometown: Schenectady, New York
1. Alyson has been part of the beauty industry for more than three decades as a brow and makeup artist, with numerous accolades under her belt.
"My history with makeup and beauty includes being the CEO and founder of Genuist Beauty, CEO & founder of the award-winning Authentic Beauty Makeup Salon & Brow Studio in Atlanta, and previously as a beauty educator for some of the country's biggest brands."
-Alyson Hoag
(Image courtesy of Genuist Beauty)
2. One defining moment for Alyson happened while she was in college studying sociology, working part-time doing makeup behind a makeup counter.
"I learned about Aveda founder Horst Rechelbacher, who was a pioneer of healthy beauty practices, holistic beauty and environmental issues in the industry, and I was hooked. After reading one of his books, I discovered a link between transformation, beauty and sociology, and my heart longed to make the world a better place. I instantly knew I could do that through beauty after reading his book."
-Alyson Hoag
3. The name Genuist Beauty is very meaningful to her.
"Genuist is not a typo. It is the most authentic form of being genuine."
-Alyson Hoag
4. Genuist Beauty is all about making clean beauty simpler than ever.
"My mission through Genuist Beauty is to make clean beauty products in sustainable packaging for busy women who have 10 minutes or less for their makeup and brow routine. Our mantra is beauty for the forever blooming for people of all ages, particularly those who are 50 and up. When I launched this brand, I also launched a movement where people see themselves as perennials and forever blooming."
-Alyson Hoag
Also read about: How Aliya Chen's Love of Jewelry and the Beach Inspired Her Brand, Stay Golden HI
5. Her one must-have beauty product is the brand's Brow Primer.
"[It's] a texturing liquid brow wax that was recently featured on The Today Show. I spent two years working on this formula and it is what I want for me personally to fluff out my brows with flexible hold, and that isn't drying."
-Alyson Hoag
6. The best piece of advice she ever received came from her business mentor, Keith Cunningham.
"[He] said that when it all looks like it is going to hell personally or professionally and you just don't see a way out, you have to learn to ask yourself better questions. For example, what one thing can you do today to improve your situation? If your questions are not powerful enough? Learn to ask better questions."
-Alyson Hoag
7. Her discipline has gotten her to where she is today.
"I am incredibly disciplined when it comes to my work and health, including riding my Peloton, doing meditation and my mental well-being. I am also crystal clear on my vision and I have a great team working alongside me."
-Alyson Hoag
Also read about: How Growing Up With a Single Mom Inspired Shan Berries' Impact-Driven Makeup, Shades By Shan
8. Her biggest brow tip is, "You might have to mow it to grow it."
"I have a tweeze-only brow methodology that I employ at my award-winning brow studio in Atlanta, and that includes getting your brows done by an expert and getting your brow hairs growing on a cycle."
-Alyson Hoag
9. She says the most rewarding part of her look is when a client looks in the mirror and says, "I look beautiful," and they start crying.
What's the most rewarding thing about the work you do?
"Those are the best moments of my life."
-Alyosn Hoag
10. The one thing Alyson wants people to know about her is her main goal in life:
"My mission is to soak up all that life has to offer and inspire others to do the same. Anything is possible. Travel the world, get a tattoo at 50 if you want, and love this gift of life. This world is an amazing, beautiful space that can use more beauty in it, so shine your unique light for the world to see and remember that you are forever blooming!"
-Alyson Hoag
For more on the entrepreneurs who inspire us, click HERE to learn all about Grace Loves Lace founder Megan Ziems.