About — Paula Durance

Thank you for taking an interest in my services, and welcome.

I’m Paula Durance, also known as PD Makeup Artist. With over 20 years in the beauty industry, what began as a passion has grown into a career built on trust, experience, and a loyal client base of wonderful women and men.

After specialising in bridal and occasion makeup across Leicester and Leicestershire, I expanded into aesthetics in 2017, training in a range of non-surgical procedures. I’ve had the privilege of working with hundreds of brides and countless clients for weddings, engagements, mehndi celebrations and special events - helping each one feel confident and beautiful on their day. I truly love what I do.

During my Beauty Therapy training, I found myself naturally drawn to two areas: skincare and makeup. Both require precision, attention to detail and a strong understanding of the skin.

Makeup, for me, is both a skill and a form of artistry. I love working with different faces and enhancing each client’s natural beauty, creating a flawless finish that still feels natural. Clients often comment on the smoothness and finish of their skin, which is something I take great pride in… I want you to feel like you - just a more confident version.

Alongside my client work, I also teach makeup courses, where I share my techniques and approach with other artists. Educating both clients and students has always been an important part of my work.

My passion for makeup naturally led me to develop my own brand - Ardere Cosmetics. At the same time, deepening my professional knowledge of skincare has strengthened my results, as I truly believe that healthy, well-prepared skin is the foundation of exceptional makeup.

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Facial Treatments and Skincare

That perfect canvas is what all professional makeup artists dream of…

A skincare regime is very important to us all, especially when considering makeup application. There is a common misconception that makeup will cover or solve certain skin concerns. In fact, makeup can emphasise areas of skin imperfection.

The easiest way to explain this is to imagine a wall that needs painting. If you paint it without preparing the surface first, you will still see all the lumps and bumps once the paint is applied. However, if you sand it down and fill in the cracks, the finished result will look smooth and even.

My job is to advise and educate my clients with accurate information to help them achieve that perfect canvas - glowing, healthy skin.

Sadly, I don’t have a makeup artist’s magic wand to create an instant change. There are many lifestyle choices that directly affect our skin condition, from diet to daily habits, and the more we neglect our skin, the longer it can take to repair. Our skin often needs a reset, with dead skin cells removed to reveal a fresh, healthy glow.

This is what led me to Skin Refining Peels, using professional-grade products to support healthier skin and create the ideal makeup base. Clients who have completed a course of peels and followed a skincare plan tailored to them have achieved the best possible skin condition - with makeup then enhancing their natural beauty on their special day.

My services include a range of skincare treatments such as Microneedling, Dermaplaning, Skin Refining Peels, hyperpigmentation and eye treatments. I also offer body treatments for concerns such as stretch marks and hair loss.

My aim is to find the most suitable course of treatment based on your individual needs and timescale, so you not only look your best, but feel confident in your skin. The results speak for themselves.

“Paula’s been doing my aesthetics treatments for over 5 years and all I can say is she’s one of the most talented people I’ve ever met. Her attention to detail and the effort she puts into perfecting her craft is why I always feel safe in her hands! Paula is always professional in her business and makes sure everything is communicated clearly when booking and during photoshoots. I recommend her wholeheartedly to everyone I know.”

— Amena Khan, Influencer and Entrepreneur

More ‘About Me’

My life away from makeup…

I understand how difficult it can be to maintain a healthy lifestyle, especially with a busy schedule, but I do try to practice what I preach.

I like to stay healthy, both mentally and physically, by doing CrossFit. It’s also a great social environment and helps keep things in perspective. Life can sometimes get in the way, as we all know, and even I have to give myself the occasional pep talk to stay on track! I make an effort to fit in rest, hydrate and look after my overall well-being.

All of the guidance and advice I give to my clients has been tried and tested by me. I know from experience that it works. I regularly have skin refining peels to keep my skin in good condition, alongside a consistent daily skincare routine. Even away from makeup, I will always prioritise looking after my skin.

My mother is Polish, so naturally I have a love for good food - especially her home cooking! Polish culture is centred around hospitality and making people feel welcome, which is something I carry into my work, ensuring every client feels comfortable and at ease when visiting me.