I hear you’re from MN – how did you get started in the beauty business?
I got into the business by accident. I was doing the wardrobe for the video Funkytown and at the last minute the makeup artist cancelled.  Steven Greenberg who wrote the song told me, you’re going to have to do the makeup. I did the makeup and loved it so much, I dropped what I was doing and informed my parents that I was going to go to beauty school.  That was what catapulted me into the beauty business.  Every time I hear that song, it’s a lot of memories and a big turning point.

How did your collaboration with Target come about and how many years have you been together?
I simply called Target with an idea! I wanted to partner with Target because I knew they would understand my aesthetic and bring the best possible products, so that all women could have access to high-quality, affordable products. There was no compromise because I was going to mass and I loved being the first makeup artist at mass with truly luxurious products. My collection first launched at Target in 1999.

What are some of your beauty must-haves?
I believe everyone’s makeup kit should include core basics, just like a good wardrobe always has a white shirt or black dress. Of course a good foundation is key, it can really change the whole face and create the basis for the rest of the makeup.  I am never without my All Covered Up Concealer.  It’s a high coverage cream to completely smooth fine lines and eliminate darkness and sometimes I even use it as a touch up foundation too.  A bronzer and blush are needed to add tone and color to the face, giving you a healthy glow and brightened flush. I always keep my Eye Couture Palette in Eye on Neutral on hand to create any look necessary from a natural wash of color to a dramatic smokey eye.   When it comes to lips, a great nude and universal mauve are my two most frequented shades. My Satin Luxe Lip Color with SPF 16 in Roseberry is a berry mauve lip color that looks like your lips only better and my Shine Luxe Sheer Lip Color in Sheer Seashell is perfect for a sexy, muted mouth.  Finally, my five must-have makeup brushes are my Small Multipurpose Powder Brush, Blusher Brush, Spoolie, Pointed Foundation Brush and Smudge Brush. With these tools you can achieve any look!

You have great beauty bags, well thought out sizes, shapes, colors and such fun prints – what was your inspiration for them?
I get my inspiration everywhere, from seeing a great bag or print in a magazine, to a beautiful silverware set, to the bamboo calligraphy brushes I found in an antique store. The opportunity for inspiration is everywhere, you just have to take time out to look, watch, and listen. As a woman, I also think about my own personal needs. Product development is such a creative process and something that I am very passionate about. I love being able to do things that no one else is doing.

Tell us why your brushes are just as good as others that are so much more expensive (I personally own several)
Brushes have been a defining category in our brand as I was absolutely the first brand to introduce affordable brushes. Brushes used to be unattainable to most women because of price point so we have an ownership in the brush category and have a huge offering of many different types of brushes and brush sets.

What’s in the future for Sonia Kashuk for Target?
We started as a makeup line, progressed into a beauty brand, and will soon become a lifestyle collection!

What are some of your must-have travel items?
I always pack a blanket for the plane, workout clothes, a leather jacket and some of my cosmetic bags in fun patterns to keep all of my beauty items organized. I also never leave home without my Completely Organized bag, it holds all of my everyday essentials and allows me to switch seamlessly from purse to purse.