beGlammed, the Uber of Beauty, Launches in Toronto


Toronto-based makeup artists and hairstylists have a new way to connect with clients. As of this month, on-demand beauty app beGlammed has expanded to Toronto, its first international market. The L.A.-based company already operates in 19 American cities.

Founded in 2014 by Maile Pacheco, a former artist relations specialist at M.A.C, beGlammed lets consumers easily hire makeup artists and hairstylists for private appointments at their home, office, hotel or other location. Inspired by Uber’s disruptive cab-calling technology, these bookings can be made through the iOS or Android app, or, with payments handled by the app or website.

To join beGlammed’s roster of beauty experts, professional makeup artists and hairstylists first apply online to be selected for an in-person audition, where they’re evaluated on their skills, kit, energy level and overall personality. If approved, they’ll be placed into one of three categories, with a sliding pay scale: “Pretty” (one to three years of experience), “Beautiful” (three to six years) or “Glamorous” (six-plus years of experience and published work).


For freelancers, beGlammed can be an effective marketing tool and client-relationship builder (Mariah Carey is so loyal to her beGlammed team, she recently booked them to accompany her on a three-week vacation aboard a yacht). Artists and stylists are not required to sign an exclusivity contract, and there’s no obligation to take on any specific jobs. Similar to an agency, beGlammed gets a percentage of the fee for each gig, with a smaller percentage taken from the junior artists in the Pretty category.

The startup app’s future plans include expanding to Vancouver and adding more services, such as spray tanning, nail care, massages, lash extensions and product sales.