Innovative entrepreneurship is very important in the make-up industry. As the make-up industry has changed very quickly over the years, it is clear that innovation and make-up go together. When you look at the history of make-up, you can see that a lot of effort was put into the industry to come up with new solutions. The make-up industry is growing rapidly and requires innovations, i.e. new and improved products. The aim of this paper was to examine make-up artists and find out what they consider innovative in their work, and what the reasons for their success are. In addition to make-up artists, the users of make-up services were also examined, in order to find out if they are satisfied with the offer currently on the market, as well as if they think there is room for progress or if something is missing on the market. The research instruments were a questionnaire and a semi-structured interview. The questionnaire was created using a Google form, through which 43 respondents of different age groups were surveyed. Five interviews were conducted with make-up artists. Both research instruments allowed a better insight into the make-up industry and led to a more precise conclusion. Based on the results of the research, it was concluded that both clients and make-up artists advocate that successful business requires effort, work, regular education and following the trends. The recommendations based on the research and on the author's experience are the proposals to establish a Croatian make-up brand, then a make-up brand based on natural products, and the education of make-up artists abroad.