What is Authentic Beauty? Just ask Alyson Hoag, Atlanta makeup artist, brow guru and all-around beaut whose vibrant passion for transforming fresh faces is the axiom by which she runs her cosmetics company, Authentic Beauty LLC. When she’s not jet-setting to do makeup at the Emmys or powdering the faces of celebs such as Jennifer Hudson or local notables such as Laura Turner Seydel, you can find her shaping brows or rouging palettes of elegant local ladies at Richie Arpino Salon and Intrigue Salon. This makeup visionary is passionate about changing the beauty industry one image journey at a time with a bubbly energy that is simply intoxicating. Atlanta women have been relying on her for years to remodel their looks from dull to luminous, droll to chic and unmanageable to glamorous. Sit in her chair and she’ll not only reconstruct your look but you’ll also leave reflecting the certain glimmer and spark she transfers through each meticulous application. And this stunner never neglects her own image, knowing the insider secrets to perfect her siren spice. “There’s a certain level of self-assurance as you grow into yourself,” Hoag says. “It’s about really loving life and having the confidence to express that–and that translates as beauty.” JEZ hooks the exposé on how this beauty maven maintains her model complexion and her clients’ flawless skin, and brushes up on how to achieve this season’s trends.

Complexion Inception

Hoag indulges in luxurious treatments at Spa InterContinental at the InterContinental Hotel in Buckhead for relaxation. The Amala skin care line featured at the spa is organic, comes from sustainable sources and is ethically made while providing noticeable results. When it comes to her most prized attribute–her face–Hoag raves about the Amala Deluxe Facial. A light face polish buffs away a dull complexion before an oil-absorbing clay mask and antioxidant collagen-boosting mask are applied for maximum results. “I get compliments on my skin wherever I go!” Hoag’s favorite body scrub service, the Woodsprite Ginger Glow treatment, uses a detoxifying mix of organic ginger, sea salt and shea butter to gently exfoliate and hydrate the body.

Six Steps to a Smoky Eye

1. Begin by placing foundation on the eyelids.

2. Make a thick stroke of black eyeliner pencil ($12) on the lash line, and blend it out completely onto the lid using the precision mini squirrel crease brush ($23). Apply pencil directly to the inside platform (inner rim) of the eye.

3. Apply Moondust eye shadow ($15) on the lid using the chisel deluxe fluff brush ($12.50). The brush is shaped like a half moon, which is perfect for depositing color onto the lid. Using the precision mini squirrel crease brush, apply Moondust on the lower lash line. Moondust is the perfect color, because it can be worn without looking like you’ve been punched.

4. Apply pressed powder ($28.50) under the brow using mini squirrel crease brush. Using powder as a highlighter under the brow and around the eye is the best blending tip. It allows the whole eye to appear smooth.

5. Brush on Sheer Sand eye shadow ($15) under the brow using the mini-squirrel crease brush. This golden color offers just a hint of shimmer and helps bring out green eyes.

6. Use the Eye Liner Sealer ($11) to create your eyeliner. The sealer is a liquid that turns any eye shadow into a liquid eyeliner, and then it dries into a powder. Mix one drop with Black Onyx eye shadow ($15) and line the upper lash line with a Taklon Definer Brush ($10.75). All products by Profaces and are available through Hoag.

“People can tell just how old you are by the way you wear your makeup,” Hoag says. Whatever your style, it can be simple, it may be edgy, but it must be au courant. Hoag uses Profaces at her counter–a professional makeup line created by a cosmetic manufacturer. “What I love about this line is the quality and the variety. I have just about every color in the makeup cookbook (more than 60),” Hoag says. “The pigments are rich, resulting in easy application and durability. I can custom blend foundation for the perfect skin match that won’t cost a fortune.”

Best Tressed

To keep her curls in line, Hoag seeks none other than the legendary stylings of Richie Arpino Salon. To work her waves, Hairstylist Jim Smith likes to spritz Hoag’s tresses with a coat of Shine It spray-on shine for hair ($18) to decrease the volume. To achieve managed curls with a touch of glamour, Smith uses a large barrel curling iron to create distinctive ringlets.

When Hoag wants a sleek and straight look, hairstylist Luis Lopez tames her mane. IT Long and Strong Leave-In Conditioner ($18) helps him comb through and hydrate the thick locks before applying IT Silk Redefining Serum ($19), which helps give a workable smoothness once it is blow dried. Instead of using a straightening iron, Lopez dries the hair with a long round brush, taking his time to curl the strands up and under to achieve a voluminous Hollywood look with bounce.