Spooky Season is here - Make-up maven Shellene Gregory ready to bring Halloween to life in Jamaica

For Shellene Gregory, make-up isn't just about a 'face beat'. It's about creating illusions, turning faces into canvases that embody creativity and fear. The 36-year-old Manchester native, who moved to Kingston in 2014, has spent the last few years venturing into a niche market -- Halloween make-up. And she's not just following a trend; she's promoting it, encouraging fellow make-up artists to dive into this often overlooked and untapped market in Jamaica.

"The birthday looks, bridal glam or just regular glam comes easy. But just like every other business there are great seasons and down periods. But venturing into halloween make-up? That's been my personal challenge this season, pushing myself to do 10 looks that are trending," she said.

Gregory's latest endeavour is a personal project where she creates 10 different Halloween looks for the 2024 season, each meticulously crafted to push the boundaries of her skills and artistry and reinforce her tagline "Bringing all your creative make-up concepts to life."

It's a bold move in a country where the Halloween scene, though growing, is still far from mainstream.

"People are definitely getting into Halloween here in Jamaica, especially with costumes," she says. "But when it comes to make-up, some are still hesitant. Special effects make-up is more expensive than regular glam, so people are not always willing to pay for that service."

Despite the challenges, Gregory is optimistic. She's seen a shift in the Jamaican entertainment landscape, with more Halloween parties and events popping up each year.

Most Halloween parties on the island are set to run from October 25 to November 3, and Gregory anticipates a growing demand for spooky make-up as the season approaches. While Halloween make-up in Jamaica hasn't reached the popularity it enjoys in other countries, she believes it's only a matter of time before it takes off.

"I've done three looks so far this season, and I have seven more to go. Hopefully, I'll start getting some bookings soon because there are a bunch of Halloween parties happening."

Her passion for special effects make-up extends beyond just the thrill of getting a different feature. Each look presents its own set of challenges. "I think the hardest look I ever did was a recreation of a Doja Cat look. It was full of paint, bald caps, and gems. It was tough, but I love the challenge. It's not just about make-up; it's about props and creativity. I even create my own props to enhance the look."

For the make-up artist, Halloween make-up isn't just a business; it's an art form that requires dedication and passion. "You have to really enjoy doing special effects or Halloween make-up because, right now, there isn't a big market for it in Jamaica. My advice to other make-up artists is if you're passionate about it, just do it. You might not make money immediately, but continue, and maybe someone will see it and be willing to pay for it."

Her advice doesn't stop at just pursuing the art. She emphasises the importance of community within the industry. "It's okay to reach out to other make-up artists. I have a friend who's a make-up enthusiast. She's not a professional artist, but she loves make-up and reached out to me after following my work for years. Now we're great friends, and we help each other. Whether it's advice on looks or where to get fake blood or contact lenses, we share information. That's what I'd tell other make-up artists -- find your tribe, people who do what you do, and build a community."