Taty Wust It comes to the interview with the same light energy that it transmits on networks. Close, fun, without turns. He accommodates in one of the livings of Casa Lucía – the luxury hotel whose elegance was the ideal scenario for the photos – and proposes, he suggests, he laughs. He is comfortable in front of the camera, but also in his skin: the same one that shows without filters on Instagram, with dark circles, tired face or what he touches that day. Because if something learned in these years, there is no better makeup than authenticity.
Makeup maker, cosmiatra and influencer, Wust knew how to transform the intimate space of the dresser into a platform to listen, contain and connect. Thus he was born Womanadaa festival that already has two editions and that grows strongly as a meeting point between women of different ages. “I want it to be a female lollapaloaza,” he says laughs, although behind the joke beats a real desire: build community, run the veil of mandates and enable spaces where the ball can stop, play, cry, share.
News: It goes for the second edition of Womanada, how was the initiative born?
Taty Wust: We did the second edition in April with almost 500 women. After 20 years of dedicating myself to the world of Beauty and being among women, I had wanted to do something like that. Last year’s edition lasted three hours and was spectacular, so I thought I wanted to climb that, because I am aware of the space we need women. It is hard for us to take time, delegate a lot of things, we always feel that we are essential. And while the man has the football court to get together, what do we have? Nothing. And I wanted to do something to change. But in this second edition I did not want to do it alone, because they are a lot of decisions and it is a lot of responsibility. There appeared Flowy Güenzani and we started dreaming more.
News: What climbed?
Wust: The first event was three hours, this was six. And now it was more festival, because everything happened at the same time. You were choosing and putting your own path. It was very moving, because it was not just gathering to make up or dance, very deep songs were also touched. It was as part of life itself, because there was talk of Beauty and also traumas and pain.
News: In fact, it is for over 18 years …
Wust: What we are looking for was that those who come do not bring their children, because they would have to take care of them. And the truth is that it is not enjoyed. We wanted the moment to be just for women, that they did not have to take care of anything else. And that costs us, so it was a way of doing them a favor. Although when the event ended we think that it may be shared with a daughter of 15 …
News: Do you feel that we need this space of herd and tribe more and more?
Wust: Absolutely. When we get together many women, there is special energy. There is something that arises from a lot of companionship. It is difficult to explain, because there is also the prejudice that we are complicated and we always compete, but then you realize that in like this, more crowd, something of great companionship, empathy and even compassion is generated with the one next to it. It is nice to be able to share the next door as a partner, not as competition.
News: The moment of makeup can be an almost confession instance, how does these relationships establish?
Wust: It is totally like that. The degree of intimacy when you are going to make up is huge. And not just makeup brides, but also people who have an event or take pictures. You share a lot and open a lot. In addition, I am cosmiatra and I attend many women every day, and I always say that I exercise illegal of the psychology profession. There is something that is drawing over the years and never moves: the need to be heard and that someone mimates us. Women, beyond being mothers or not, we are always taking care of someone. So that moment in which you are going to make up or you are going to take a treatment far beyond the aesthetic, it is proper. And I always think how crazy how we find that place.
News: Wouldn’t I say that new generations are leaving that mandate aside and are being prioritized more?
Wust: Yes, they have much less mandates, prejudices and shame. I have adolescent children of 22, 19 and 13 years old and I learn a lot of them, they lower me line all the time. They don’t care if they escape a roll when pants are putting on, fashion is much more relaxed, vintage clothes of the 70s can be bought and mixed with clothes now. I feel that they won a lot, and instead we continue behind, that the Botox, the Cana, the makeup, the body, the hands, the gym, eating healthy … and all that also occupies space in your head and takes time. We do not have to live so invaded or so obligated. It is a difficult path and I pretend that this festival helps to stop the ball and think what we want and where we are, what does us right or wrong.
News: Is it the same as you seek to transmit in your networks?
Wust: Yes, in my networks, for example, I never use filter. And I have many days when I get up and I think I would use it … but it is part of accepting myself as I am, with the age I am, with the spots of pregnancies and age, with dark circles. It is what it is.
News: In that sense, how is it handled with brands?
Wust: I say a lot that no. And it costs me, because it is a job and an income, but I take great care of what and what is not. There are brands that I feel that they transmit a misleading message or that I do not like or I am not interested in sharing it. It costs, but the brands in the background also appreciate it, because nobody serves to say something that is not real. We usually understand each other, and if not, they are left out.
News: The dilemma is that there are always other influencers that do …
Wust: And sometimes it gives me anger … I understand that everyone does what they can and what they want, because this is a business too. But I think the promises liars damage a lot. And I think it a lot as a mother too. I feel an absolute responsibility with what I communicate. Many times I shut up because I know that what I say will have an impact. I work hard on me, so that what I want to communicate is understood, and so that what I do not mean also understands why not.
News: And what do you think of the fillings and the different aesthetic treatments? That is also seen in networks …
Wust: Each one does what he wants and, deep down, what he can. Insecurity is for all, because although we have more than 40, we do not live isolated and things affect us. We all want to look pretty and better, and it’s great. Once I got Botox a few years ago, but I felt weird and I didn’t like it. I don’t say that I would never do it again, but what’s wrong with if I have a wrinkle? Base, I don’t want to change my face. And I like that the younger generations, and especially my daughters, see that it is not bad to age. It means you are alive.
News: The best makeup is still a good skin?
Wust: Absolutely. And there was a great investment in the Skincare in recent years. Which is good, because people have more awareness of care, especially the sun and that the skin is hydrated. But, at the same time, the girls start early with this search. I have friends who consult me because her 8 -year -old daughters want to buy something, and my answer is always no, nothing. There is a bid among social networks, which invade children, and what an 8, 10 year old girl needs. They do not need it and can give them an allergic reaction, but also at the psychological level it is serious.
News: Dreams, ambitions, projects? What is coming?
Wust: The third edition of Womanada is coming this year. We are super happy with the result and the idea is to grow in number of people and even within the country and in other countries. We want to make it very strong in Buenos Aires and then start taking it to other provinces. And there may even be other branches and activities that come off and complement with this. We want thousands and thousands of women to come.
News: What remained of the Taty studying music therapy?
Wust: It cost me a lot to find my vocation. I started studying several races, one of them music therapy. I love the music of a lifetime, I play the guitar, I love singing. That race was not a mistake, it is aligned with what I am, but when I discovered the makeup I understood. First I worked many years as a public employee while studying. Then I got married very young, I was a mother at 22. And when I was maternity leave with my second daughter, I thought about doing something that distracts me. And I loved it, I just didn’t think I could do it as a profession. My parents, more serious, did not understand, “But is that a job?” I started in magazines and then with the social and later also with Cosmiatría. I have a very entrepreneurial soul, I like the new, I innovate, I like to try. And Womanada synthesizes a bit of this way.
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