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Patrick Ta’s career moved from a failed Arizona salon venture to makeup retail, freelance work in Los Angeles, celebrity artistry and, in 2019, the launch of Patrick Ta Beauty. His story is less an overnight breakthrough than a series of transitions: learning at a MAC counter, using Instagram as a public portfolio, building client relationships and eventually turning his working methods into products.
Before makeup, Ta tried running a beauty business
Ta has described opening a tanning salon at 18; a later interview specifies a nail and tanning salon in Scottsdale. By his account, the venture went bankrupt. These are recollections from interviews rather than a separately documented business history, but they establish an early lesson in the practical demands of beauty work and entrepreneurship. [Allure; NewBeauty]
After the salon failed, Ta moved behind a makeup counter at MAC in Arizona. In a 2017 interview with Vanity Fair, he said, “I was really lucky to have had that chance, because I learned so much about makeup.” [Vanity Fair]
How Ta moved from the MAC counter to freelance work
Ta’s clearest first-person timeline comes from a December 2024 interview with NewBeauty: “In 2012, I began working at a MAC counter. I worked there for about a year and I fell in love with makeup. It was in 2013 that I decided to follow my passion and move to Los Angeles, where I started as a freelance makeup artist.” [NewBeauty]
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Before building a professional network, he took on prom, event and wedding makeup, according to that interview. The move from a retail counter to freelance work changed the setting and scope of his work: rather than serving customers in one store, he was building a practice around individual clients and assignments.
Instagram helped make his work visible
Ta used Instagram to post makeup looks, creating a public portfolio as he developed his freelance career. Vanity Fair reported in September 2017 that his following had grown from 6,000 to 760,000 over three and a half years. That historical figure describes his audience at the time of the report, not a current follower count. [Vanity Fair]
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The platform also served as a route to client discovery. Vanity Fair reported that Joan Smalls contacted Ta through Instagram for makeup at the VMAs, and named Shay Mitchell, Gigi Hadid and Bella Hadid among his early high-profile clients. In a 2020 Forbes profile, Ta recalled that Shay Mitchell followed and contacted him; he said their relationship helped his career grow before he met Gigi Hadid. [Vanity Fair; Forbes]
Those accounts point to a reinforcing cycle: posted work could attract attention, new client work could broaden his portfolio, and client relationships could lead to more opportunities. They do not establish that follower growth by itself caused his success. Ta has identified work with Gigi Hadid as a major break, while the published profiles describe a wider progression of craft, visibility and relationships. [NewBeauty]
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Patrick Ta Beauty turned artistry into a company
After years as a working makeup artist, Ta moved into product development. In a 2025 interview with Glamour, he described the shift this way: “After years of building my name and reputation in the beauty industry as a makeup artist, I reached a point where I felt ready to take the next step—to not only contribute to the industry but to help shape it.” He added, “Launching my own brand allowed me to channel everything I’ve learned into creating products that celebrate artistry, inclusivity, and confidence.” [Glamour]
Patrick Ta Beauty launched in 2019, co-founded by Ta, product specialist Rima Minasyan and entrepreneur Avo Minasyan. The brand’s official account identifies all three as founders. [Patrick Ta Beauty]
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From the first collections to a larger range
The first collection, Major Glow, included highlighting mists, body oils and lip shines, according to Forbes. It was followed by Monochrome Moment products including blushes, lip liners and lip cremes. The progression brought categories Ta used in his professional work into a consumer-facing line. [Forbes]
Product creation also demanded a different timeline from doing makeup for a client. Ta told NewBeauty that getting a product right “can take anywhere from a year to multiple years,” emphasizing the importance of that process to the team. [NewBeauty]
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How Ta’s role changed as the company grew
By August 2024, the company had added a senior leadership team. Vogue Business reported that Kimberly Villatoro was CEO and Jacqueline Barrett senior vice president of marketing, while Ta retained creative direction and product innovation. The report said co-founders Rima and Avo Minasyan continued to shape strategy. These are roles reported in 2024, not confirmation of the company’s current leadership. [Vogue Business]
The same article described the brand’s first liquid foundation and a $1 million out-of-home campaign. It also reported that Launchmetrics measured the brand’s 2024 media impact value at £112 million, up 35% from 2023. Media impact value is a measure of media visibility, not revenue; the campaign figure refers to that reported campaign, not an annual marketing budget. [Vogue Business]
Expansion beyond the United States
In August 2025, Vogue Business reported that Patrick Ta Beauty entered Mexico through Sephora Mexico, with online sales preceding in-store availability. The article identified blush, lip colour and foundation as hero products for that market and described the brand as a top-15 Sephora seller in the context of its report. That ranking is specific to the article’s reporting and should not be read as a current or universal position. [Vogue Business]
The same 2025 report said the company declined to disclose sales and cited estimates of £30–50 million for the prior year. It also reported that a Patrick Ta Beauty brand study found that “a third of the brand’s audience identify as Latinx.” Both figures are attributed claims: the sales range is an estimate, not disclosed or audited revenue, and the audience statistic comes from a brand study reported by Vogue Business. [Vogue Business]
What the career arc shows
Ta’s path connects three kinds of work: learning technique and customer service in retail, earning a reputation through freelance assignments and client relationships, and building a company capable of developing products and reaching new markets. Instagram helped make the work discoverable, but the reported chronology also puts hands-on practice, professional relationships and collaborators at the center of the transition from artist to founder.
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