Lydia Matheus, widely recognised as Beauty by Carita, is a popular name in the Namibian beauty scene. With her artistry, she doesn’t just apply makeup; she inspires confidence, creativity and self-expression for every client who sits in her chair. As a young creative making her mark, Lydia’s trajectory is one of passion, precision, and purpose. In this Young Observer spotlight, we explore both the vision behind her craft and the path she has walked.
Q: Can you tell us a bit about yourself and how you got started in the makeup business?
A: My name is Lydia, popularly known as Carita, the founder of Beauty by Carita. I’m a self-taught makeup artist whose journey began in 2019 while studying at the University of Namibia. Living at the Emona hostel, I had a roommate who loved makeup, which gave me the chance to practise. I literally started from scratch, with no experience, just picking up a brush and drawing my brows. I’ve always loved makeup; in fact, I used to get into trouble in high school for showing up with coloured lips! What began as a hobby soon became something I wanted to pursue professionally.
Q: What inspired you to pursue makeup as a creative career?
A: Coming from an underprivileged background, I wanted to find a way to support my mom and help put my younger siblings through school. At first, I thought I would train as a nail technician, but life had other plans. Beauty by Carita started with me doing free makeup for friends. Eventually, I began charging N$30, which I put toward building my kit. I even sacrificed money for food sometimes just to buy a concealer or a powder so that, little by little, I built up the tools I needed.
Q: Who were your early influences in the industry?
A: Honestly, my friends. They were the ones who encouraged me to start charging for my work and pushed me to take it seriously. That was the turning point.
Q: Can you walk us through your creative process when designing a look for a client?
A: Many clients bring inspiration from my page or social media, and I tailor those looks to fit their facial features. Others give me full creative freedom; they simply say, “Do your thing,” and I love letting my imagination run wild for them.
Q: What has been the biggest challenge you’ve faced as a young creative in the industry?
A: The biggest challenge was definitely building my brand from scratch with very limited resources. None of my family even knew I had a side hustle because I was supposed to focus on studying. I had to stretch every cent of my pocket money to create looks that would stand out. Pricing was also difficult because of finding the balance between fair charges and the cost of products. And then, of course, there’s imposter syndrome. There are days when I wake up feeling that my work is insufficient, and that can be quite challenging.
Q: How do you keep learning and strengthening your skill?
A: I learn a lot from YouTube, TikTok, and Instagram tutorials, especially from Nigerian makeup artists. I also record practice sessions with my models so I can study and improve. And honestly, every single client who sits in my chair is an opportunity to challenge myself and get better.
Q: What is your go-to product or tool you can’t live without?
A: Definitely the Estée Lauder foundation for its unmatched longevity. I’ve worked in some of the most humid places in Namibia, and it never lets me down.
Q: Do you have a signature look you are known for?
A: Glossy lips! Clients know me for that shine.
Q: If you weren’t a makeup artist, what other creative path would you have explored?
A: Interior design. I love beautiful spaces and the art of creating them. And if I could, I’d also explore singing.
Q: How do you see the industry growing in Namibia?
A: The makeup industry is really on the rise. I’ve seen international brands hosting masterclasses here, which shows our country is being recognised. I hope we’ll see more access to exclusive brands in Namibia, which would really boost our industry.
Q: What advice would you give to young creatives trying to break into the industry?
A: Pick up the brush. Don’t overthink it; just start.
