As a celebrity makeup artist, beauty educator, and content creator based in Dubai, Nina Ubhi has learned that the real skill isn’t just mastering your craft; it’s knowing how to sustain it. The beauty industry has transformed dramatically since Nina first started (back when social media didn’t exist), and today’s creatives have more opportunities than ever to build a thriving, profitable career – but only if you understand the business side as well as the artistry.
CosmoME: Before you had financial stability, how did you fund your creative work? What would you tell emerging artists about balancing survival jobs with protecting their creative energy?
Nina: At the start, I worked at a few different places, but I always made sure it was something that kept me close to beauty. I worked with brands like Estee Lauder, Elizabeth Arden, etc, and took on smaller jobs like assisting on fashion shows, etc., just to stay connected to the industry. Those years taught me discipline, patience, and resilience. I always tell upcoming artists that you don’t need a glamorous start, you just need to get in the room and, most importantly, stay around people who fuel your passion and who you find inspiring. Pick work that supports you without draining you. The goal in the beginning isn’t perfection, it’s progress, whilst keeping the passion alive.
CosmoME: What revenue streams do you rely on now to sustain your practice, and how did you figure out which ones were worth pursuing?
Nina: Over time, my work evolved into a mix of client projects, beauty education, and brand partnerships. I learned to choose opportunities that make sense for the long run, not just what pays quickly. If something doesn’t feel aligned creatively, or it takes me too far from the audience I’ve built, I don’t do it. There’s a reason they follow me and I always ensure my work is solving problems they have, basically keeping the majority of my work educational. The business side becomes a lot easier when you’re clear on your voice and the purpose behind your work.
CosmoME: How do you price your work in a way that reflects its value without pricing yourself out of opportunities?
Nina: I price based on skill, time, and the level of preparation that goes into every project, but a big factor is the experience I have to back it all up. I think once you’ve got a few notches on your belt, it kind of lends a helping hand in backing up all the experience you have. Being the first and only regional makeup artist to do The MET Gala is something that propelled my brand. At the same time, I understand that value isn’t only financial; some projects offer reach, relationships, or long-term impact. Clear communication protects both sides, like the expectations, timelines, usage, and deliverables. When that’s aligned, pricing becomes much more respectful and transparent.
CosmoME: Could you share the dos and don’ts on financing your art?
Nina: Do invest back into yourself. Your tools, your education, and your growth are part of your business. Do build a network, not just followers. Real relationships are what move careers forward. Don’t say yes to everything. Not every opportunity is meant for you. Some can be detrimental. Don’t undervalue your time or pricing, even if you’re just starting out. You teach people how to treat your work by how you treat it yourself.
CosmoME: What financial habits or mindset shifts have been essential to building a sustainable creative career?
Nina: I stopped seeing creativity and money as two opposite worlds. If you want longevity, you have to treat your art like a profession, not a passion project. Separating business and personal finances, planning ahead, and reinvesting strategically have been huge for me. And honestly, one of the biggest mindset shifts was learning to charge properly. When you do, you attract the right projects. Something I’ve been saying for years – especially when I used to teach the business of beauty to aspiring creatives, when I was in the UK – was that your portfolio dictates the type of clientele you will attract. The quality of work you put out will determine the quality of clientele you attract.
Next, check out this read on Zeina Khoury, from our #MiddleEasternMoonlighter series.