While many makeup brands debut with bold palettes and statement colors, makeup artist and creative director of local beauty brand Enigma, Raiza Contawi, chose to begin with what she believes is the heart of every look: a flawless base. In 2025, she launched her brand with a foundation line that quickly earned cult-favorite status among professional makeup artists and beauty enthusiasts alike. More than just another beauty label, it is deeply personal to Raiza. Built from years of experience, hard work, setbacks, and passion, it reflects her commitment to creating products that deliver both artistry and performance.

In an interview with Manila Bulletin Lifestyle, the professional makeup artist, OG beauty YouTuber, and now one of the industry’s emerging beauty movers, looked back on her journey, sharing how her love for makeup evolved into a brand that many now swear by.

For Raiza, makeup was never simply about cosmetics. It was always connected to art.

“Ever since I was young, I’ve always been drawn to the creative arts, especially portraiture and makeup,” she shares. “There was something about faces, expression, and transformation that naturally intrigued me.”

Long before becoming a recognizable figure in the beauty industry, Raiza was working a corporate job in 2014 while searching for a creative outlet. Makeup artistry started as a side hustle, but it quickly became something more meaningful. The idea of translating her love for portraiture into makeup fascinated her.

At the time, the beauty industry looked very different from today’s highly digitized landscape. Social media was still developing as a marketing tool, and aspiring artists relied heavily on referrals and personal networks. Raiza promoted her services on Facebook, reached out to local salons, and accepted on-call makeup jobs whenever possible.

The early years were not glamorous. There were days when an empty schedule felt discouraging, and moments when she questioned if she was moving forward at all. Yet those same experiences became her training ground.

“It was a period of trial and error,” she recalls. “I made mistakes, faced discomfort, and had to grow through it.”

Working with clients also taught her lessons that extended far beyond makeup techniques. Since she often met clients for the first time on the day of their appointments, she learned to think quickly, adapt to different personalities, and remain calm under pressure.

One memory still stands out to her. During her early years, she handled both hair and makeup for a client who openly expressed dissatisfaction with the hairstyle she created and even walked away from the chair. Instead of reacting emotionally, Raiza chose to pause and reassess the situation.

“I focused on her emotions rather than reacting to my own,” she says. “I quickly revised the look while making sure she felt heard and comfortable.”

The experience reinforced an important realization. In beauty, technical skill alone is not enough. Emotional intelligence matters just as much.

Over the years, Raiza developed a signature style rooted in enhancement rather than transformation for the sake of spectacle. In her client work, she gravitated toward natural glam looks designed to appear beautiful both on camera and in real life. She often incorporated soft, smoky eyes to add dimension while keeping the overall look wearable.

As a content creator and creative director, however, her artistry evolved into something more experimental. She became known for transformation looks inspired by celebrities, although she avoids relying on heavy face painting. Instead, her work focuses on precision and subtle details that create striking visual impact while remaining realistic and approachable.

Her transition from artist to beauty brand founder happened through a collaboration built on trust. According to Raiza, Rosette Yu Alangilan, CEO of Enigma and a close friend, believed in her vision and gave her the creative freedom to shape the brand. From there, Raiza helped build Enigma’s identity, vision, and product direction from scratch.

The decision to launch with foundation products reflected her philosophy as a makeup artist. For Raiza, complexion products are the backbone of every look. A strong base creates confidence and allows artistry to shine naturally.

“The vision for Enigma has always been to create a complete experience for our users,” she says. “Not just individual products, but a full world they can step into.”

Today, Enigma is gradually expanding beyond complexion products. The brand has already introduced lip products, including the Liplore Fixing Matte Lipstick, with more launches currently in development.

For aspiring makeup artists hoping to enter the industry, Raiza offers advice grounded in patience and consistency. She acknowledges that the beginning can feel isolating, but believes growth happens quietly through repetition and perseverance.

“Every time you pick up a makeup brush and work on someone, you’re learning,” she says. “Consistency is what builds confidence and eventually, it builds opportunity.”

And for someone who transformed curiosity into a career, and artistry into a beauty brand, that consistency has already proven its power.