What do you get when you combine a champion barrel racer with the makeup/beauty industry? A beautiful palette representing this Bismarck community standout who is a successful businesswoman, mother, wife, and horsewoman.

Some rodeo people find it interesting that this North Dakota businesswoman lives in two different worlds: horses and the makeup/beauty industry. Desirae Earl opened Desirae’s Makeup and Beauty Lounge at a high lope and is making her mark in the Bismarck business community.

“The two have combined perfectly. Growing up with horses and rodeoing, you learn a lot of multi-tasking skills, and you learn how to ‘hustle.’ Operating and managing your own business requires those abilities every day to be successful,” said the businesswoman.

Owning your own business is so much like competing and caring for horses.

“It never gets turned off. Everyone knows when you’re barrel racing and competing a lot; the horses are always on your mind and top priority, even above yourself. That’s how my business is; it’s on my mind 24/7 and even if I’m not in the shop, I’m thinking and working at it every day,” Earl added.

Desirae Earl Competing at PRCA Bandlands Circuit Finals on What A Relief aka Renegade [Photo: Desirae Earl]

“When I began rodeoing, I had barrels set up in a stubble field. I used to have to wait to practice until the farmers had their crops off. The challenge of training my own horses to the winner’s circle was very gratifying and instilled the work ethic and tenacity I use to run this business,” noted Earl.

Earl mentioned that the rodeo and horse community is a tight knit and supportive group of people, almost like a giant family.

“People I used to rodeo with still support me in this business. Nothing can replace the relationships I’ve made in the horse industry.”

So, when COVID started, the business owner really put her hustle and competitive skills to work. Instead of looking at the doors being closed for business, Earl found opportunities to enhance her business.

“Everyone was at home, so I brought the store to them — doing live videos and demonstrations of make-up and skin care routines. I would deliver products to their doorstep when needed and amped up my curbside and free shipping options to make sure the business could stay above water.

A typical barrel racer, Earl always finds the positive in each run, and it is not any different with her business.

“COVID gave me the opportunity to find a different way to reach my clients, and the business actually grew during this time period,” said Earl.

Earl also says she has a mission to encourage fellow women and businessowners that you can have a family and you can do what you want in the work-world. “Some days it’s a challenge managing a family and business, but you can do this. Somedays I look around and can’t believe that this business is mine. The challenges are nothing compared to the feeling and pride I have, and I tell anyone; it is worth it, go for it.”

“People in North Dakota are nice. The wide-open spaces and the loyal cliental are something we can’t replace. This is home for me, and it’s where my husband, children, and business are staying,” Earl said.

Stay tuned for monthly skin care tips, beauty insights, and more from the cowgirl that rocks 105 N. Fifth Street in Bismarck, N.D.