{image1}Fashion is big news these days with new boutiques popping up all over town, but you can't get all dressed up without thinking about your hair and makeup.

Men and women alike are paying more attention to personal grooming, even spending a little more for an extra snip or a little plucking. Not only does Milwaukee have designers, architects and "fashionistas" to pay attention to, but they also have stylists like Matthew Mackai, who dedicate themselves to beauty. No pun intended, Mackai is a stylist at Beauty, an elite East Side salon at 1633 N. Farwell Ave.

Raised in Glendale, Mackai grew up with hair and makeup on his mind. He has been perfecting his craft since he was 16. He worked for Lancôme and MAC and received his education at the venerable VICI Beauty School.

While VICI gave Mackai a great educational foundation, he feels he grew up at Beauty. He has worked at everything from the front desk to stylist extraordinaire.

"Ever since I can remember, I have been interested in this field," says Mackai. "We had a big box of Halloween makeup growing up and I used to transform my sister into a witch or a clown and everything in between."

Mackai believes styling is like any other creative arena where you must train your eye and constantly perfect your craft. He has received additional training in New York, Baltimore, Chicago and even Finland.

"I am a perfectionist. I want to get things right for my clients, I don't want anything I do for them to be less than perfect. I have a passion for it."

Client and interior designer Sharon Celek says, "I trust him completely. I have never gotten a bad haircut. I let him decide how he thinks I should look."

Even with his exposure to vibrant cities around the world, Mackai feels Milwaukee is the right place to be. He simply states, "I like the lifestyle here."

He believes Milwaukeeans are becoming more adventurous with their sense of style and the trends are reaching us at a much faster pace. Makeover shows have given people a heightened awareness of their appearance; they are stepping up and making changes.

"Milwaukee is definitely becoming more metropolitan, but we still need to get out of the box. People are fashionable, but only in a group. They need to take more time to develop their own styles," observes Mackai.

Mackai feels some people, including himself, just find a comfort zone and are afraid of change. "People sometimes fall in a rut," says Mackai.

In order to get out of a rut and to develop an awakened sense of style people must depend on professionals like Mackai. One needs to develop a rapport with a stylist and trust their professional opinion.

"It's a little bit of tough love sometimes," comments Mackai. "A lot of my clients just take my word for it. Give your stylist guidelines and then let him do his work."

Celek knows Mackai and Beauty will keep her on the cutting edge. "I trust his eye; he knows what looks good and Beauty keeps him current with continuing education opportunities. He stays fresh by learning the latest techniques."

Mackai offers a few helpful hints for women. "Eyebrows ... have your eyebrows groomed. They don't have to be thin, just clean. It really helps you look put together." He also believes curling your lashes and wearing mascara livens your look. "With well-groomed eyebrows, some mascara and a little Chap Stick, you can be good to go and look fabulous."

Don't worry men; Mackai has similar advice for you.

"Get rid of the middle eyebrow, the eyebrows are important for men too."

Mackai also recommends getting a good haircut and then letting it grow out a little longer in between cuts. Don't take the cheap route.

"Make sure it has good shape and a detailed neckline. The detail work is what makes a man's haircut."

Mackai works with men and women to help them create a perfect personal style. "If you understand what someone wants and give it to them, they are happy and you are successful. It's my passion and the way I make a living, so it needs to be right. This field has a lot of creativity, but there is also a technical side that is important," says Mackai.

Mackai combines his creativity with his technical expertise to achieve beauty for his Beauty clients. Next time you look in the mirror ask yourself, "Is it time for a change?" Mackai and other talented Milwaukee stylists are ready, willing and able to transform you.