RAWAND SHED
RAWAND SHED
A Journey of Art, Confidence, and Empowerment Through Makeup

In the world of beauty and self-expression, few figures stand out as brightly as Rawand Shed. Her journey from a young girl inspired by her mother’s beauty rituals to becoming a sought-after makeup artist in the dynamic UAE beauty industry is nothing short of inspiring. Through creativity, resilience, and a passion for self-expression, Rawand has transformed her love for makeup into a thriving career.
When asked about the roots of her passion, Rawand fondly recalls the influence of her mother. “My love for makeup started in my early years, watching my mother as she prepared for her day. Her attention to detail, from applying the perfect shade of lipstick to mastering her eyeliner, felt like a creative ritual that brought her confidence to life,” she shares. For Rawand, makeup quickly became more than just cosmetics; it was a form of storytelling, a medium to highlight individuality and boost confidence. This early exposure to the artistry of makeup set the foundation for her future endeavors.
Rawand’s professional journey began in the makeup shops of Amman, where she honed her skills and developed her artistic voice. “Working in makeup shops in Amman was like attending a hands-on masterclass every day,” she explains. Meeting clients with diverse skin tones, features, and preferences challenged her to adapt and innovate constantly. Beyond technique, the experience taught her the value of listening to clients and understanding their unique needs. “Amman also gave me insight into the cultural significance of makeup, blending traditional aesthetics with modern trends,” she adds. These experiences shaped her versatility and laid the groundwork for her artistry.
Transitioning to freelancing was a pivotal moment in Rawand’s career, though not without its challenges. “Building a client base was a significant challenge, as I had to establish trust and showcase my work without a well-known platform backing me,” she reveals. Balancing inconsistent income, self-promotion, and logistics while staying creative was overwhelming at times. However, Rawand’s determination turned obstacles into opportunities. By focusing on building relationships, leveraging social media, and continually refining her craft, she carved out a space for herself in the competitive world of makeup artistry.
Relocating to the UAE marked a new chapter in Rawand’s career. Comparing the makeup industries in the UAE and Jordan, she observes, “The UAE is incredibly dynamic and fast-paced compared to Jordan. It’s a hub for global beauty trends and innovation, offering exposure to international brands and techniques.” While Jordan instilled in her an appreciation for personal touch and connection, the UAE pushed her to think bigger and stay ahead of the latest trends. This balance of intimacy and innovation defines Rawand’s unique approach to makeup artistry.
Rawand’s favorite makeup looks reflect her dual love for storytelling and enhancing natural beauty. “I love crafting dramatic, statement looks for special events or editorial shoots because they allow me to experiment with bold colors and intricate techniques,” she says. Yet, she also finds joy in creating soft, romantic looks that highlight natural beauty, perfect for weddings or everyday wear. For Rawand, makeup is about enhancing confidence and individuality, whether through avant-garde styles or subtle, glowing finishes.


As a professional, Rawand relies on brands that deliver both quality and inclusivity. “I adore working with brands like Huda Beauty for their innovative and inclusive range, Makeup Forever for their professional-quality products, and NARS for their luxurious formulas and stunning finishes,” she says. These brands cater to diverse skin tones and types, making them indispensable in her toolkit.
When it comes to makeup tips, Rawand emphasizes the importance of preparation. “Always start with well-prepped skin. Skincare is the foundation of flawless makeup. Cleanse, exfoliate, hydrate, and use a primer suited to your skin type to create a smooth base,” she advises. She also highlights the power of blending. “Whether it’s foundation, eyeshadow, or contour, seamless blending makes all the difference between a polished look and a patchy one.”
In an industry as dynamic as beauty, staying updated is essential. Rawand shares her approach: “I follow beauty influencers, attend makeup masterclasses, and explore platforms like Instagram, YouTube, and TikTok. I also invest time in experimenting with new products and techniques.” Attending beauty events and expos further enriches her knowledge and provides networking opportunities with other professionals.
For Rawand, the most rewarding part of being a makeup artist is witnessing transformation. “Seeing the change not just in how someone looks but in how they feel is incredibly fulfilling,” she says. Helping clients gain confidence and witnessing their joy when they see themselves in the mirror motivates her every day. “Makeup gives me the creative freedom to tell stories and explore different aspects of art,” she adds.
To those starting their journey in makeup, Rawand offers heartfelt advice: “Stay passionate and patient. The journey is not always easy, but dedication and continuous learning will take you far. Practice on different faces, experiment with products, and build a strong portfolio. Use social media to showcase your work and connect with others in the industry.” Above all, she encourages aspiring artists to believe in themselves and stay true to their unique style. “That’s what will set you apart,” she affirms.
As Rawand continues to grow and evolve, her journey inspires countless others. Through her artistry, she not only enhances beauty but also empowers individuals to embrace their unique selves. Her story is a testament to the transformative power of passion, resilience, and creativity in the world of makeup.