Pamela Hoeden: Helping Women Find Beauty in Dark Times
When someone is struggling with the fatigue, nausea and hair loss that come with chemotherapy or radiotherapy, it is understandable that looking good is probably the last thing on their mind.
Yet, it is during these challenging times that small indulgences like applying makeup and dressing up can make the most difference, Pamela Hoeden says.
“When women look good, they feel good and can fight cancer better,” the seasoned makeup artist exclaims.
Pamela speaks from her experience as lead trainer for the Singapore Cancer Society’s Look Good Feel Better (LGFB) programme, a series of workshops that empower female cancer survivors with tools and beauty techniques to put their best foot forward.
“When the participants realise they can look good, you can see them smile and become more positive,” she shares. “You’ll see them laughing and making friends with other ladies at the workshop—so even though they came in miserable, they leave feeling happy!”
“Since we have the skills, we should share them”
Pamela started volunteering with Singapore Cancer Society some 20 years ago, after she retired from a 30-year career with The Estée Lauder Companies.
With her expertise in the beauty sector, LGFB was a perfect fit. Besides being able to leverage her industry connections to find makeup sponsors for the programme, she also tapped into her network of ex-colleagues to find volunteers.
With her efforts, LGFB has expanded to eight hospitals across Singapore, with a team of 20 trusted makeup artists.
“You have to give them the confidence they can look good”
Pamela shares that over the years, the goal of each workshop has remained the same: To empower women with confidence in the face of their circumstances.
“We do not mention their sickness,” she says. Instead, she keeps it positive and forward-looking. “We tell them we are here to have fun, to help them look their best and feel better.”
Recognising that the thought of complex makeup processes can daunt women, she is careful to keep things simple. For example, the workshop starts with a three-minute blush and lipstick routine to prove that “just a little bit of powder can make them look so radiant”.
Then, participants are taught a longer series of 12 steps for fancier occasions where they want to dress up. They also learn how to coordinate their makeup with their clothes.
In the spirit of empowerment, trainers only help women with makeup on half their faces. “Participants do the other half themselves so that they can learn, and when they go home they will be able to do it again,” Pamela proudly shares.
A personal promise to continue
Encouraged by the positive response to LGFB, Pamela is excited to work with SCS and start offering skincare workshops for men.
But at 76 years old, how long more will Pamela be running these workshops? As long as she can, she matter-of-factly states.
“Time is not a problem, it’s not difficult and I enjoy it!”
She adds that she is extremely committed to the cause because of her strong friendship with the late Evelyn Lauder, founder of the Breast Cancer Research Foundation.
“I made her a personal promise to run these workshops and continue as long as I can,” Pamela fondly recalls.
In any case, reflecting on the participants she has met—some of which have even become her close friends—Pamela acknowledges how volunteering is not a job but a privilege. “Money can’t buy the feeling we get when we see a cancer patient smile,” she concludes.