Alyson Howard Hoag, CEO & Founder of Genuist Beauty, has over 30 years’ experience working in the beauty industry as a brow and makeup artist, as CEO & Founder of the award-winning Authentic Beauty Makeup Salon & Brow Studio in Atlanta, and previously as a beauty educator for some of the country’s biggest brands. She’s worked with over 100k women and she knows what her clients want. As such, she felt compelled to create beauty products for women of all ages and particularly for women in their 50s, 60,70s, 80s, 90s and up.Aly is most known as an eyebrow expert and brow protector and she is affectionately known as the Brow Guru of Atlanta. Through her revolutionary brow services using her signature tweeze-only brow method that she offers in her Atlanta brow studio, and by appointment in NYC, DC, and LA, she also wants to help her clients get their brows blooming through all of Genuist Beauty’s products.Driven by the belief that your external appearance should authentically mirror your inner self, Alyson embarked on a new venture in 2023—Genuist Beauty cosmetics. Her product line is thoughtfully designed to deliver maximum results with minimal effort using clean formulas in sustainable packaging that correlates to beauty with a clean conscience.

After a long time career in the beauty industry in nearly every capacity;from a counter associate for Lancome in college, to a trainer/educator/platform artist for Aveda's largest distributorship Neill Corp, as a freelance commercial artist, and as a consultant in the salon/spa industry support the effectiveness of the makeup business to finally becoming fully self-employed I decided to embark on the journey of crafting a vision and launching my own beauty business that would meet the needs of both the consumer and the makeup artist. I am committed that women love what they see when they look in the mirror and that women have the experience of their image being a reflection of their authentic self. And for makeup artists, I am committed that when/if your daughter comes to you and says "I want to be a makeup artist" she can have a career where she earns a living and has a lifetime of opportunities that both honor and reward her both financially and otherwise.