Sarina Durden

The Art of Beauty

By Danielle Torry

For Sarina Durden, beauty isn’t about covering who someone is, it’s about revealing her with color, texture, and intention. As the artist and owner of Sarina & Co Beauty & Bridal, she treats makeup and hairstyling as an art form that celebrates individuality and helps women feel fully seen.

Based in St. Augustine and serving North Florida, Sarina specializes in makeup and hairstyling for weddings, special events, and photo sessions. Every face, she believes, holds its own story, and every client deserves a look that reflects her definition of beauty.

Art has shaped Sarina’s path since childhood, when she sat at her grandmother’s vanity experimenting with makeup and imagination. In college, she drew, painted, and designed theater sets, including stage makeup, before honing her skills professionally through a career with M·A·C. Later, while staying home with her children, friends asked her to do wedding makeup. Those early bookings became the spark that launched Sarina & Co.

Today, Sarina’s artistry is guided by diversity in all its forms, personalities, styles, skin tones, and needs. Her goal is to enhance what’s already there without losing the person. Color theory anchors her work, along with undertones, texture, and value, details that can make or break a look. Her process begins by truly seeing the client: studying features, listening closely, and asking how they want to express themselves. Then she sculpts, enhances, defines, and creates, treating “incredible humans” as her canvas for over 20 years.

One ongoing challenge is navigating social media pressures and expectations shaped by trends and filters. What keeps her going is the moment a client lights up when she sees herself. Sarina credits community for much of her success. Referrals, especially within the wedding world, have helped her grow, and she believes collaboration matters: working well with others and sharing the spotlight helps everyone thrive.

Her message gives us all permission: creatives don’t have to choose one thing forever. We’re meant to find our talents, build branches, and keep growing.

Learn more: sarinadurden.com | Instagram: @sarinadurden.beauty

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