With each of the four seasons requiring new hues to look your best, adjusting skin care routines and moderating makeup selections is a savvy move. In the $528 billion beauty industry though are only a handful of influential figures revolutionizing that space for Black consumers.
Rolling out recently had the opportunity to sit down with Ashunta Sheriff-Kendricks, the visionary behind the Ashunta Sheriff Baeauty brand, to discuss her product range, career, insights into the beauty sector and her sources of inspiration.
Briefly describe what you do and the area of beauty you work in.
As the founder of Ashunta Sheriff Beauty, I am dedicated to providing high-performance, inclusive cosmetics suitable for all skin tones. Our products, including foundations, concealers, and more, are formulated with clean, cruelty-free ingredients. I focus on sustainability, incorporating eco-friendly packaging to meet the diverse beauty needs of our consumers while upholding ethical industry practices. My mission is to empower individuals through beauty, ensuring everyone can confidently express their unique selves.
What was your career path to get to your position in the beauty industry?
As the founder of Ashunta Sheriff Beauty, my career path has been deeply rooted in the beauty industry, with a strong foundation in makeup artistry. I started as a makeup artist, working with a diverse clientele that included celebrities, which provided me with invaluable experience and insights into the unique needs of various skin types and tones. This experience highlighted the lack of inclusivity in existing beauty products, motivating me to create a brand that would address these gaps.
Driven by a passion for both artistry and advocacy, I transitioned from makeup artistry to entrepreneurship. This shift allowed me to leverage my expertise to develop products that not only enhance beauty but also champion inclusivity and sustainability. Throughout my journey, I’ve also focused on education, teaching master classes and engaging in trade shows to share my knowledge and elevate the industry standard.
The creation of Ashunta Sheriff Beauty was a culmination of my experiences and values, aiming to redefine beauty standards and empower individuals across the globe. My career path, characterized by a commitment to excellence and innovation, continues to evolve as I lead my brand towards greater impact and success in the beauty industry.
What is the biggest lesson you have learned in your career?
The biggest lesson I’ve learned in my career is the importance of actively participating in every aspect of my business. This realization came after facing significant financial losses and navigating through a challenging period of bankruptcy, caused by a business partner making poor decisions. These experiences taught me that having control and a thorough understanding of all business operations is not just beneficial but crucial for success. It underscored the value of oversight and the need to be deeply involved in decision-making processes to ensure the company aligns with my vision and values. This lesson has profoundly shaped how I approach business today, driving me to be more vigilant and hands-on, ensuring that every action taken is a step toward greater achievement and stability.
Describe the skills that will be essential to future entrepreneurs, business leaders and innovators.
Future entrepreneurs will need a blend of creativity and analytical skills to innovate within sustainability frameworks. Essential skills include a deep understanding of eco-friendly technologies and sustainable practices, proficiency in integrating these into product development, and foresight to anticipate industry trends. Strong leadership is crucial to foster a culture of innovation and sustainability, ensuring the brand not only meets current standards but sets new benchmarks in beauty. These are the trends we are seeing play out in real time with consumers and brands and what peaks their interest to shop with you. These things will go hand and hand and brands will need to truly be about building communities.
What new technology are you using in your business?
Currently, Ashunta Sheriff Beauty leverages Shopify’s advanced e-commerce tools to enhance our online store, streamline sales processes, and improve customer engagement through tailored marketing strategies. We also are uploading an app to our Shopify back office to truly experience the product beyond try me technology. There are some AI programming that can be created for your brand specifically and it engages the customer to have a better experience.
Name your favorite beauty industry role models for success
My favorite beauty industry role models include Lisa Price, the founder of Carol’s Daughter, and Susan Taylor. Lisa Price inspired me with her passion for creating natural, aromatic products that make our skin glow. I admired her hands-on approach at her Brooklyn shop, embodying the heart and soul of her brand. Susan Taylor, regal and rooted in family values, also resonates with me, mirroring the lessons I learned from my mother, Ann Sheriff. My mother’s entrepreneurial spirit and close work with the Harlem Chamber of Commerce and the SBA provided me with a template for success, emphasizing the importance of education and hard work. These role models have profoundly shaped my vision and approach in the beauty industry.
What’s your favorite vacation spot?
I love the British Virgin Islands! I’ve gone almost every year in July for BVI Summersizzle a fashion, art and cultural event. The beaches are pristine and the food is so yummy. I can’t wait to go in July.
If you could change one thing about the world, what would it be?
If I could change one thing, it would be to shift from competition to collaboration. I envision a world where women support each other and where Black communities gain financial literacy to create generational wealth. Each of us has a role in building legacies that are not just about personal success but about empowering others and breaking cycles of economic disparity. This change requires courage and commitment, but it’s essential for sustainable progress and unity.
Sheriff-Kendricks is modest about her accomplishments, and leans on her personal mission of commitment to inclusivity, sustainability and enhancing everyone’s natural beauty. As an Emmy-nominated celebrity makeup artist, her flawless work is seen on A-listers on red carpets in Hollywood.
For more information about her product line visit: www.ASHUNTABEAUTY.com
