Story Falú — The Pro Makeup Artist & Founder of Inner Beauty Makeup.
Story Falú is an award-winning, self-taught visionary makeup artist and the creative force behind Inner Beauty Makeup in New York City. With a distinguished career that blends artistic mastery with soulful connection, Story transforms beauty into a deeply personal and empowering experience. Building a powerful community and connecting with a deep knowing of who we are truly.
Based on the Upper East Side, Story has become one of NYC’s most sought-after artists, celebrated for her ability to elevate clients of all ages, skin tones, and textures—from everyday elegance to high fashion runway looks. Her meticulous technique and intuitive artistry have earned her recognition as a Lead Makeup Artist at New York Fashion Week and a Brand Ambassador for The Makeup Show, with published features and collaborations spanning Vogue, Forbes-featured events, and major fashion showcases. 
Story’s work is grounded in the belief that true beauty radiates from within. At Inner Beauty Makeup, she crafts transformative beauty experiences that honor individuality, enhance confidence, and unlock each client’s inner essence. Her philosophy is rooted in listening deeply, understanding unique vision and needs, and translating them into looks that are as meaningful as they are stunning. 
Beyond her technical excellence, Story’s magnetic energy and compassionate presence turn each session into an inspiring journey—where beauty isn’t just applied, it’s revealed. With accolades, glowing client reviews, and a five-star reputation in New York, Story Falú is redefining modern beauty as an art of connection, expression, and inner empowerment.  join our community.
Story Falú is a visionary makeup artist known for her rare gift of storytelling through beauty. As the CEO of Inner Beauty Makeup, she transforms every collaboration into a masterpiece—connecting deeply with creative directors, designers, and clients to bring their vision to life with intention, precision, and meaning.
Her work has been featured in Forbes, Vogue, Harper’s Bazaar Vietnam, Essence, ELLE, Schön Magazine, and other prestigious publications.
Story has collaborated closely with some of the industry’s most respected fashion leaders—Todd Snyder, Sergio Hudson, Romeo Hunte, Nardos, just to name a few. She has served as Lead Makeup Artist for New York Fashion Week, where her mastery of all skin tones and textures elevates every runway she touches.
She is also a Brand Ambassador for The Makeup Show, a one-of-a-kind global celebration of artistry, and has been recognized by Harvard Business School.
