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Ashunta Sheriff Beauty
Ashunta Sheriff Beauty Is A Bold Beauty Brand For Every Generation: Innovating Ageless, Inclusive Beauty Essentials
Overview
| Date Established | 03/2022 |
| Founder | Ashunta Sheriff-Kendricks |
| Headquarters | New York |
| Industries |
E-commerce & Retail
Beauty
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| Website | https://ashuntabeauty.com |
| Social |
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About
Ashunta Sheriff Beauty is a pioneering, cross-generational beauty brand redefining inclusivity and innovation for “Ageless Beauties” and bold trendsetters alike. Founded by acclaimed celebrity makeup artist Ashunta Sheriff-Kendricks, our mission is to empower all skin tones and ages with vegan, waterproof, and cruelty-free products that seamlessly blend artistry with life-proof functionality. With roots in the creative vibrancy of Harlem and crafted for diverse, modern lifestyles, each product is a testament to Ashunta’s vision of beauty as a universal, empowering experience. Join us as we continue to transform beauty standards and celebrate the power of self-expression—because beauty has no boundaries.
Founding Story
Ashunta Sheriff-Kendricks, a visionary force in the beauty industry for over 25 years, built her brand, Ashunta Sheriff Beauty, on a foundation of resilience, artistry, and a deep commitment to inclusivity. Growing up in the vibrant, challenging streets of Harlem, she found a creative outlet in makeup—a passion that would become her purpose. As a celebrity makeup artist to icons like Alicia Keys, Zendaya, Taraji P. Henson, and Rihanna, Ashunta’s artistry has graced countless red carpets, film sets, and the pages of major publications. Alongside her expertise, she spent over 15 years developing products for top brands, understanding the intricate balance of formulation, payoff, and function.
Her “aha” moment came during the global pandemic when, while creating content at home, she discovered her allergy to traditional, glue-based lash adhesives. After developing lash alopecia, Ashunta found relief in magnetic lashes but noticed these non-glue options often lifted during the day, lacking the hold of traditional adhesives. This insight sparked her to create a stronger, non-toxic, plant-based magnetic lash solution, leading to the launch of MagnitEyes Luxury Lash Sets and Day and Night Mags, the first products from Ashunta Sheriff Beauty. A viral moment soon followed, when her longtime client Taraji P. Henson shared a tutorial using the lashes, propelling the brand into the spotlight.
Today, Ashunta Sheriff Beauty boasts a range of over 40 life-proof products, designed to empower all skin tones, complexions, ages, and identities. Ashunta’s mission extends beyond makeup, championing inclusivity and creating an ever-growing community where beauty has no boundaries.
Team Bios
Ashunta Sheriff-Kendricks is an illustrious figure in the beauty industry, acclaimed not only for her pioneering makeup artistry for over two decades but also as the Innovative force behind Ashunta Sherift Beauty. Her brand epitomizes the pinnacle of clean, progressive beauty solutions designed for everyone, underpinned by a mission of inclusivity and diversity.
With a storied career highlighted by collaborations with leading brands such as Dior, Bioré, and Armani Beauty, Ashunta has solidified her status as a beacon of innovation and creativity. Known for her impeccable technique and pioneering approach to makeup, Ashunta has illuminated the visages of such entertainment titans as Zendaya,
Rihanna and Alicia Keys.
Beginning her journey with a focus on male grooming for icons like Jay Z and Diddy, Ashunta swiftly ascended to the apex of her profession, demonstrating a unique flair for accentuating natural beauty across the gender and color spectrum. Beyond her artistic prowess, Ashunta's heart beats for mentorship. She has dedicated herself to cultivating the burgeoning talents of the next wave of makeup artists, with a particular emphasis on empowering women within the industry. Her advocacy for diversity and unwavering commitment to opening doors for others reflects Ashunta's long-held belief that she has a duty as a Black creative to foster inclusive opportunities.
Ashunta's remarkable career is further distinguished by two Emmy nominations and a Black Reel Award nomination, recognizing her outstanding contributions to television and film. Ashunta's work has graced major entertainment productions, from serving as department head for "The Best Man" to bringing her artistry to celebrated projects such as "Empire," "The Lost City" and
"Hidden Figures."
Ashunta Sheriff Beauty mirrors her dedication to delivering products that not only celebrate but elevate individual beauty.
"Ashunta Sheriff Beauty empowers individuality through clean,
cutting-edge beauty solutions," says Ashunta. "Our commitment lies in inclusivity, sustainability and enhancing everyone's natural beauty. We are more than a brand; we are part of a movement towards a brighter, more inclusive future in beauty."
Through every aspect of her work, Ashunta Sheriff-Kendricks exemplifies excellence, mentorship and a deep-seated commitment to effect meaningful change in the beauty industry and the wider world.
Email: asheriff@ashunta.com
Instagram: @ashuntasheriff|@ashuntasheriffbeauty
Web: www.ashuntabeauty.com
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