Elmer Catungal: Dreaming big in California

From an early age, Elmer Laron Catungal knew he had the talent to go beyond the local scene. With a flourishing career in Manila’s fashion and entertainment industry, he dreamed of making it big in Hollywood — and he never let go of that dream.

Catungal’s impressive portfolio includes work with Star Cinema (Love Me Again, One More Chance), ABS-CBN (Lobo), and GMA (Sa Kamay ng Diyos, 2008 Station ID). Among the celebrities he’s worked with, he names Kristine Hermosa — his muse in Enteng Kabisote Parts 2, 3, and 4 — as the most beautiful Filipina.

His craft was shaped by the artistry of mentors like Jomel Razon, Edwin Aguilar and Alex “Bo” Vicencio. Internationally, he drew inspiration from Gilbert Soliz of Marc Jacobs Beauty, Make Up For Ever founder Dany Sanz, and the late, legendary Kevyn Aucoin.

Middle-Eastern promises

“Mahirap ang buhay sa Pilipinas. As a makeup artist, hindi sapat ang kinikita ko para sa pamilya. (Life was hard in the Philippines. As a makeup artist, what I earned wasn’t enough to support my family),” Catungal shared. “At para matupad ang pangarap ko na makapunta sa Hollywood, I went to Manama, Bahrain and worked with Sephora (To pursue my dream of reaching Hollywood, I moved to Manama, Bahrain, and joined Sephora).”

As part of the LVMH Group, Sephora is a global beauty giant known for transforming the cosmetics retail experience. From March 2009 to April 2022, Catungal served as the territory’s senior makeup artist.

“I was responsible for giving professional beauty-consultation advice that will secure the client’s loyalty and delivering the highest standard of customer service that ensures guaranteed customer satisfaction,” recalled the Mandaluyong City-born and Makati-raised Catungal. “My period of time working with Sephora was so hard in the beginning as it was my first time working in retail. I began learning new things with makeup, skincare and fragrances.”

In between, Catungal worked with Marc Jacobs Beauty in Dubai, United Arab Emirates, from June 2014 to February 2016, assisting clients achieve their desired looks for everyday wear and special occasions by creating ideal makeup strategies.

“I also generated additional revenue by up-selling complementary products using friendly sales tactics and product knowledge and held consultation with clients to learn about their desired outcome and to assess their skin type and facial structure,” added the Jose Rizal University computer science graduate.

The French connection

To further hone his skills, Catungal joined several competitions. He was a finalist at the 2012 Sephora/Dior Makeup Master for the Middle East, placed second in the 2013 Sephora/Chanel competition, and clinched the championship in the 2016 Sephora Beauty Masters for the Middle East.

In 2017, he earned a coveted spot in Sephora’s One-Year Development Program in Paris, where he was certified as a senior makeup artist.

“While in Paris, I learned that to become a strong communicator, I need to be self-confident and trust myself, and that I have to be a good listener and be like a ‘sponge’ to absorb all the information whether it is good or bad,” he shared.

The American dream

Catungal flew to the United States just to do the hair and makeup for his cousin’s wedding. But as destiny would have it, he reconnected with a good friend from the Philippines, the former Viva Hotbabe Ella V, who owned Esthemax Philippines.

“Ella is the CEO of Vglow Beauty Bar, a top-tier medical spa ‘where beauty meets wellness,’ based in California. “So, when I migrated three years ago, she hired me to work for her company. I am her personal makeup artist as well,” he said.

Catungal is also immensely grateful for the support he receives from Los Angeles-based photographer Filbert Kung, who shoots Hollywood celebrities, and Pinay publicist Tash Greizen, who is the creative director of NOWPRLA, an agency based in Beverly Hills.

“Living in the US for three years now, I experienced significant life changes and gained new perspectives. First, being an immigrant and member of the LGBT community, I live more openly and authentically in accordance with my sexual orientation and gender identity. This contributes to my heightened self-esteem and a sense of liberation,” he proudly declared.

While he is an immigrant seeking opportunities, he admits that he also faces challenges such as adapting to a new culture, navigating legal and immigration processes, building new social networks, and potentially experiencing discrimination or financial difficulties.

“My definition of success has shifted from traditional expectations to a greater emphasis on personal growth, adaptability, and achieving individual goals. This includes valuing my personal happiness, work-life balance, and pursuing my passions over solely focusing on material wealth or status,” he shared.

Manila vs Middle East vs California

There are several similarities and differences in being a makeup artist in Manila, the Middle East and California (United States), including client interaction and rates:

“The similarities: A love for makeup artistry and enhancing beauty is a shared foundation for artists in all three locations. Mastery of techniques and staying updated with trends are crucial for success everywhere. Making connections and showcasing my work are vital for gaining clients and establishing a reputation regardless of location. And, demand for special occasions: bridal, graduation, and other event makeup are popular services sought by clients in all three regions,” Catungal explained.

The difference is in dealing with clients in the three areas.

In Manila, building rapport and understanding the client’s vision for their special occasion or event is essential. Respecting cultural sensitivities and incorporating traditional elements where requested can be beneficial.

In the Middle East: Focus on delivering glamorous and flawless looks while also respecting cultural norms and preferences related to modesty and attire. Strong communication is essential to understand expectations and deliver the desired result.

In California: Prepare for a diverse clientele with varying styles and budgets. Being adaptable, creative and a good communicator will help navigate different client personalities and artistic visions. For film and TV work, understanding character requirements and working efficiently under pressure is crucial.

“I love all the areas of makeup categories — bridal and debuts, events, editorials and runways, cinema and TV. That’s because I’m really excited and very much interested in creating different looks,” Catungal remarked. “It is always nice to meet and talk with different kinds of people and personalities. The more connections, the better path for me to explore the world of makeup. Kahit saan ako isabak, laban ako!”

And, what would be your advice to makeup artists like you who want to venture abroad?

“Venturing abroad as a makeup artist offers exciting opportunities but requires careful planning and a proactive approach,” Catungal concluded. “By building a strong foundation and embracing adaptability, you can thrive in the international beauty landscape. Laban lang! Walang susuko. Birit kung birit (Keep fighting! Never give up. If you’re going to belt it out, give it your all)!”