How to use & share your images LEGALLY

As a makeup artist, your portfolio images are your strongest marketing tool. They showcase your talent, style, and professionalism and can be the difference between booking your dream job or missing out. But with great images comes great responsibility.

Using portfolio images incorrectly like posting without permission, miscrediting collaborators, or ignoring copyright can seriously damage your reputation and even land you in legal trouble.

In this guide, you’ll learn how to share and credit your makeup work properly, respect image rights, and protect yourself legally all while boosting your visibility and bookings.

When and How to Post Your Portfolio Images Safely

Before you hit “share,” make sure you have:

• Written permission from the photographer - Most professional shoots require signed model releases and photographer consent for public use.

• Client approval if the images involve commercial work. Some brands or clients impose embargoes or limit public posting.

“No fashion image is a solo act… Just as you, the photographer, would want to have your name signed to every photograph, the same is true of every member on your team.”

— Kendra Paige, fashion & beauty photographer, via Fstoppers’ article “Give Credit Where Credit Is Due” 

Once you have permission:

• Post only high-quality, fully retouched images that represent your best work.

• Space out posts so your feed feels curated and professional.

• Use captions to add value by sharing your creative process or inspiration behind the look.

Tagging and Crediting: The Professional Standard

Proper crediting isn’t optional - it’s essential. Always tag:

• The photographer (who usually owns the image copyright) - At the top

• The model (with their permission)

• The MUA/Hair - Yourself

• Other key creatives like hairstylists, stylists, or producers

Avoid spamming irrelevant tags or vague credits. This respect fosters goodwill and can lead to referrals and repeat bookings.

Understanding Your Legal Boundaries: What You Can and Can’t Do

Knowing your rights and limits protects your career. Here’s the bottom line:

• You do NOT automatically own the photos, even if you did the makeup. Photographers usually hold copyright unless otherwise agreed.

• Don’t alter or retouch images without explicit permission, including cropping or applying filters.

• Commercial usage rights require formal licensing agreements -never assume you can use images for paid work promotion without them.

• Personal promotion on social media and portfolios is generally allowed but verify the specifics in any signed contracts.

Common Mistakes to Avoid

• Posting images before you have permission. Even friendly collaborators expect approval.

• Failing to credit photographers and models properly. This erodes trust and damages relationships.

• Tagging people just to gain visibility. Authenticity is key.

• Assuming social media means free usage rights. Copyright laws still apply online.

Quick Pro Checklist:

• ✅ Get written permission before posting images

• ✅ Always credit photographers, models, and collaborators clearly

• ✅ Understand copyright and usage rights - don’t assume

• ✅ Avoid posting prematurely or over-tagging

• ✅ Use professional portfolio templates for presentation

Need help creating your portfolio or understanding your image rights? Reach out to Aperture Beauty Production for expert guidance tailored to your career goals.