When Swedish businessman Mika Liias spotted a gap in the market for professional make-up training, he decided to take a punt on what probably proved to be the best decision of his career, as Katie Middleweek reports
The ascent of one of Sweden’s leading cosmetics brands, Make Up Store, has been swift and the climb seems to be quickening in pace. With 130 stores in 20 countries worldwide – and counting – founder and ceo Mika Liias would seem to be a very contented man.
He takes up the story of where it all began: “To tell the story from the beginning I need to go back to the 1980s when I had just started a modeling agency and alongside that ran some nightclubs. Through the nightclub work I came into contact with make-up artists and quickly learned that there was a gap in supply and demand when it came to professional training.”
According to Liias, although many people wanted to work as make-up artists, the only place that offered professional training in Sweden was a state-run school that only accepted
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