Occupational profile

A Beauty and make-up consultant typically works in a department store, or other retail environment; they use their knowledge to demonstrate, promote and recommend the use, benefits and application of a range of retail beauty products, covering: make-up, skin care, nail care and perfumery. They do this in accordance with legal requirements, brand guidelines, pricing and promotional structures and organisational protocols. They work as part of a team, as well as independently, supported by a department or counter manager, to provide exceptional, bespoke customer service and care in a fast-paced retail environment, whilst achieving sales and profit targets. They have drive, a good work ethic, an enquiring and curious mind and are enthusiastic to learn about their chosen career and maintain continual professional development.

A Beauty and make-up consultant:

  • meets beauty retail image and etiquette to be a brand ambassador
  • advises and demonstrates:
    • eyelash and eyebrow products to customers
    • facial products to customers
    • nail products to customers
    • perfumery recommendations to customers
  • completes promotional activities
  • maintains and manages a work area
  • identifies customer requirements then:
    • chooses the most appropriate products, tools and equipment to promote, demonstrate and sell
  • selects, uses, demonstrates and applies a range of techniques, products, tools and equipment to promote and sell a range of beauty retail products to customers
  • instructs in the use and application of skin care products and make-up
  • completes services to a high standard, maintaining customer confidentiality and rights
  • advises, demonstrates and sells retail beauty products relevant to customers’ needs
  • implements and practices safe ways of working for themselves and others in accordance with legal and organisational requirements


12 months (this does not include EPA period)


The delivery will be done mainly at the workplace, with the off-the-job training accounting for at least 6 hours a week. The assessor will regularly visit you at work to observe you performing relevant tasks and to carry out professional discussions.

You will complete a Level 2 Beauty and Make Up Consultant prior to taking the end-point assessment.

Apprentices without level 2 English and maths will need to achieve this level prior to taking the end-point assessment.

Upon completion you can progress onto an advanced or higher apprenticeship at level 3, 4 or 5.

End Point Assessment

The end-point assessment (EPA) for Beauty and Make Up Consultant contains 2 methods of assessment which will be graded as Fail, Pass or Distinction:

  • Multiple Choice Question
  • Observation of Practice

Candidates for this course should be working in a related sector.

All applications will be reviewed on an individual basis. If you have experience or previous knowledge that will support your application please remember to include it. Individuals without level 1 English and maths will need to achieve this level and take the test for level 2 English and maths prior to taking the end-point assessment.

As an employer that doesn’t pay the apprenticeship levy, you pay just 5% towards the cost of training and assessing an apprentice.

The government will pay the rest up to the funding band maximum.

You’ll pay the training provider directly and agree on a payment schedule.

If you employ fewer than 50 employees, the government will pay 100% of the apprenticeship training costs up to the funding band maximum for apprentices aged:

  • 16 to 18
  • 19 to 24 with an education, health and care plan provided by their local authority or has been in the care of their local authority

Paying employer National Insurance contributions
Employers may not need to pay Class 1 National Insurance contributions for an apprentice, if the apprentice is:

  • under 25 years old
  • on an approved UK government apprenticeship standard or framework (these can differ depending on country)
  • earns less than £967 a week (£50,270 a year)

The apprentice, as an employee, will continue to pay Class 1 insurance contributions through their salary, this will only benefit the employer.

Read HMRC’s guidance on paying National Insurance contributions.