Hi
This is a good question, but unfortunately a bit of a "how long is a piece of string" type question (not helpful, I know, but true!)... my rates vary depending on the client, the make up required, the work required beforehand (planning, research etc), the location, the model etc etc.
I would generally ask them what their budget is for make up and/or styling and use that as a guide, but ensure my costs and rates are covered. There is occasion where you need to think about the client and even if their rate is lower than you would normally work for, is the clients name on your portfolio worth taking the drop in salary for. For example, I worked on a very well known fashion designer shoot and the rate wasn't great, but having got that name on my portfolio has managed to secure me many other jobs, so sometimes it's not just about the actual rate, but the name, prestige, future work potential etc.
I have an hourly and daily rate, but this is always changeable! At the moment I'm working on a job that is £70 an hour, where as I've secured a job in January at over £100 an hour. But two weeks ago, I did a TV advert that was only £25 an hour, but a great name to say I worked on.
Sorry for the vague answer, but I think when you're first starting out, be guided by what the client is willing to pay and work from there on the negotiations, taking into account all I've said above. Xx