5WPR Ask the Pro Series Featuring: Nydia Figueroa-Cabrera

As a leading Beauty PR agency, 5WPR is tapping into our network of industry leaders—celebrity makeup artists, influencers, and more—to bring you exclusive insights. Each edition features candid conversations, expert advice, and behind-the-scenes perspectives. Our first interview with celebrity makeup artist Nydia Figueroa–Cabrera is now live. Enjoy!

5WPR: Our team is excited to share your expertise and insights as you’ve been such a supporter of 5W from day one and are so deeply rooted within the professional eco-system and connected in the space. You are a celebrity makeup artist by trade, an educator, a business owner, and all around badass. But we want to know, as a celebrity makeup artist, where are you finding news about new products and brands? And what factors really push you to try new brands or new products?   

Nydia Figueroa-Cabrera: Well, thank you for having me. I am so excited for the relationship that I built with 5W. That’s a great question for sure about new products. Besides you guys really being on top of sending me all the latest and greatest within your brands, social media has a big factor in what I’m seeing. TikTok, things that I probably wouldn’t have thought of looking at five, ten years ago. Social media has been a big influence in that. But as a pro artist, I’m really inspired by other pro artists more than influencers. What are the pro artists using? For example, Scott Barnes recently used a petroleum jelly product under the eyes to help smooth out under eyes on JLo. That was a big influence, we’re like, oh, we have to try that on our celebrity clients. And then there’s a lot of celebrities also that are doing what’s in my bag and showing what products they’re using. So, social media has been a big influence. Again, not only from influencers, but from the pro artists as well.  

5W: It’s interesting that you’re influenced not just by social media, but by advice from pro makeup artists. I think a lot of people don’t realize that. Yes, we love TikTok influencers, but if you’re targeting celebrity makeup artists, the voice of another artist really resonates. 

NF: Especially when it’s an artist who is well-respected and has built a name for themselves. It makes a difference. It’s like working with an artist in person—you ask, “What’s in your kit? What’s working for you? What’s new?” It carries more weight when it comes from a trusted pro. 

5W: Right, you’re not just chasing a fad from an influencer. You’re looking for a method that’s tried-and-true from a real expert. 

NF: Exactly. 

5W: What are your celebrity and everyday clients saying about the things brands are doing that really excite them? There’s a lot going on in the beauty industry, but what specifically catches your attention and makes you think, “I have to try that”? 

NF: The first thing that comes to mind is shade extensions. A lot of brands are trying, though some are missing the mark. Shade inclusivity has been huge, especially for my clients who are women of color. That’s always the conversation—what brands are truly inclusive and vouching for women of color? That stands out to me, and it’s what my clients talk about the most. 

5W: Some makeup artists feel there are too many shades or that some aren’t really usable. What makes a brand stand out to you as authentic versus just doing too much? 

NF: There are a few things. One is if you have a million shades of beige and only four shades for women of color, it feels like an afterthought, and that bothers me. And sometimes brands claim their darkest shade is truly dark, but when you swatch it, it’s not, or the undertones are off. If brands don’t understand undertones, that affects sales, and I’ve seen it firsthand. I’ve spoken to brands who say their SKUs for darker shades aren’t selling. Well, it’s because you’re not putting out the right shades in enough quantity. That’s why brands that are inclusive and do their research do so well. I see more brands getting there but having too many similar shades of beige or brown hurts more than helps. 

5W: How does PR factor into your makeup trial and recommendation process? Is it more about the relationship, or is quality just as important? 

NF: Relationships are huge. There are so many great brands that send PR, but I’m more inclined to support the ones that truly care about me. The relationship I’ve built with 5W, for example, has changed how I view PR. Before, I didn’t think PR firms cared about pro artists. It felt like, “Here’s the product—what can you do for us?” But with 5W, you care about me, check in, and want to see me grow. In return, I want to help build your brands. Relationships like that make me feel seen, and I want to work just as hard to support the brands you represent. 

5W: We’ve noticed that, too. As an artist’s career grows, so does their clientele, but PR relationships remain constant. All publicists should value artists, and that’s become more of a focus for many brands recently. 

NF: Absolutely. What I love seeing now is that brands are focusing more on pro artists again. For a while, it was all about influencers and follower counts, but now it’s coming back to the pro artists, who are the true experts. We’re the ones putting products on celebrities and educating clients from a professional standpoint. When we vouch for a product, it carries a lot of weight. 

5W: So, what are brands doing now that really stand out to you? Is it social media, digital tactics, or something else? What’s working, and what isn’t? 

NF: I love brand events geared toward pro artists. We’re visual and love experiences, so when brands put effort into these events, it stands out. As for social media, I like when brands educate—sharing quick tips on how to use a product or what’s trending. I’m not as into TikTok trends myself because they feel fleeting. If you’re targeting Gen Z, it’s great, but brands should also think long-term and create products that inspire loyalty. 

5W: That’s a great point. Some brands chase trends, like launching a specific color just because it’s the “color of the moment,” but then it disappears. Do you prefer products with staying power? 

NF: Yes. For example, a brand recently relaunched their cult-classic lipsticks, and it blew up because they weren’t following trends—they were working with what made them iconic. I like to know about trends, but I want products that leave a lasting impression. 

5W: Let’s revisit your point about events. We’ve noticed that some publicists group makeup artists with influencers, but artists want something more catered to their needs. They’re looking for education, not just social moments. 

NF: Exactly. I recently spoke with a celebrity makeup artist who attended an event where she was the only pro artist. The rest were influencers, and she found it disheartening. An example of some brands that get it right are ones who host events specifically for pro artists, like New York Fashion Week kits. They’re supporting the pro community while maintaining relationships with influencers, which is smart. 

5W: That’s a great strategy—catering to different audiences. Pro artists need a different type of engagement than influencers. 

NF: Exactly. And consumers are like mini pro artists these days—they want to know how to use products like a pro would. They may not be professionals, but they aspire to those skills. 

5W: Everyone’s an influencer now, but it’s a different type of education when you’re working with a pro artist who needs to know how a product works on all skin tones and textures. 

NF: Absolutely. 

5W: How can brands best forge connections with makeup artists today? 

NF: Do the research. A great example is Black Beauty Roster, which is a network of women of color makeup artists. They host summits, like one at Instagram HQ, where brands come to teach classes and offer swag bags. Tapping into artist communities and asking us what we need shows that brands are listening. Even a simple Zoom call with artists asking what they want from a brand makes a big difference. 

5W: What stands out to you when working with a PR team? 

NF: The opportunities for press and having a team that represents me when I can’t speak directly to editors. I want to feel like I’m a part of the team, even though I don’t work directly with them. Little gestures, like sending flowers for my engagement, make a huge impact. It’s the personal touches that build real relationships. 

5W: Authentic relationships drive authentic business, right? 

NF: 100%. 

5W: It’s clear when working with artists that you don’t want to feel like you’re just being used. It has to be a complementary, ongoing relationship. 

NF: Exactly. Some PR firms can feel very transactional, but I need to feel connected to the brand. That’s why I would never promote a product I don’t believe in. 

5W: What gives a brand staying power versus just being a trend? 

NF: Consistency and innovation. Don’t just follow trends—do the research and understand where there’s a genuine need. Be different.  

5W: It makes you wonder, “What will they come up with next?” 

NF: Exactly. It’s like a hook and reel. 

5W: Thank you, Nydia! Anything else you’d like to share about working with PR teams or advice for artists? 

NF: Be genuine and build real relationships. Brands and PR firms will want to work with the real you. Be consistent and reliable, and if someone asks for a quote, have a sense of urgency. Also, be mindful of what you post on social media—it’s like a job interview, so put out your best work. And focus on quality—curated content makes brands want to work with you. 

5W: We love it. Thank you so much, Nydia! 

Interested in the Top 5 Insights from Nydia’s conversation? Read them here.

Nydia Figueroa, a world – renowned celebrity makeup artist, has over eighteen years of experience of expertise in the beauty industry. The commencement of her career originated as an artist for one of the largest beauty powerhouses in world MAC Cosmetics. In addition to MAC Cosmetics, she worked alongside 5x Emmy Award winner, Eve Pearl. Nydia served as the global membership director and executive assistant. Growing in her notoriety, Nydia’s makeup expertise has been showcased on The Victoria’s Secret Fashion Show, NYFW, The Grammys, The Miss Universe Organization, Harper’s Bazaar, W magazine and more. She has also made cameo appearances on Telemundo and Dr.Oz on Fox. Nydia is a Beauty Expert and has been featured in over 100 + publications worldwide. Nydia is a global beauty educator teaching her signature makeup techniques to thousands of students and is the owner of a 5x award winning Luxury Bridal Business based out of Northern New Jersey.