Alyson Howard-Hoag’s career in the beauty industry spans more than 20 years and includes working with leading cosmetic giants  such as Lancôme, Borghese, Revlon, Sebastian, and Aveda.   An educator and trainer, Alyson has instructed hundreds of makeup artists at salons in the Southeast region for makeup application and technique, as well as business development.

Alyson discovered her love for makeup at the age of three when she hoarded her mother’s unused cosmetics.  In the third grade, with a shoebox full of makeup, she was sent to the principal’s office for performing makeovers on her classmates during class.  By age 16, she had enrolled in college in pursuit of her passion to empower people to live a fulfilled and purposeful life.

As a college student, Alyson worked at the cosmetic counter for Lancôme while earning a Bachelor of Arts degree in sociology from the State University of New York, New Paltz, at the age of 19.   The book Rejuvenation by Horst Rechelbacher (founder of Aveda), was her inspiration to begin her journey to help women discover their inner beauty by way of the beauty industry instead of as a social worker.

Over the next 20 years, Alyson honed her true talent: inspiring women to become true to themselves.  She took her clients through a transformational journey from self-doubt to the full self-expression of their authentic beauty.

Authentic Beauty^® was born from the idea that a woman should never be told how she should look coupled with the belief that inner beauty and self-acceptance will create outer beauty.  Hoag specializes in the Image Journey™, a makeup lesson/self-discovery process that guides women to their Authentic Selves. As a result of this inquiry they become clear on their personal preferences and their authentic style, learn how to apply their makeup easily and effectively and along the way reconnect to their inner beauty.

“I truly believe that every woman is beautiful,” says Alyson.  “When she looks in the mirror, she should recognize her inner-self shining through, rather than a face dominated by makeup. I love guiding her through that journey.” “Watching a woman fall in love with herself is the best job anybody could have”

Alyson’s passion, commitment and talent have earned her the opportunity to work with the Alive! Green Expo Pavilion, World Peace One and the Retna Photo Studio at Sundance Film Festival 2008, to be the lead makeup team to support the V-Day Event celebrating the 10^th year anniversary of the Vagina Monologues in New Orleans in April 2007 and again with the Green Expo Pavilion at the Emmy’s 2008.  Alyson is also Laura Turner-Seydel’s official makeup artist.

As of August 2008, Alyson and Authentic Beauty have partnered with the Chelko Foundation and launched PROJECT Authentic Beauty with a mission to empower all women and girls to feel beautiful from the inside out; and to provide hope and healing for women experiencing trauma through education, makeup services and makeup.