Early Life and Creative Roots
Ashunta Sheriff-Kendricks is a renowned figure in the beauty industry, celebrated for her transformative journey from a young makeup enthusiast in Spanish Harlem to an Emmy-nominated celebrity makeup artist and the founder of Ashunta Sheriff Beauty. Growing up in the vibrant streets of Spanish Harlem, Ashunta's fascination with beauty was ignited by her mother's YSL pink makeup case. This early exposure, combined with a household rich in creativity—her mother was a singer, her aunt a model, and her sister a hairstylist—nurtured her passion for makeup artistry.
A Shift in Direction
Though she initially aspired to become a cultural anthropologist, a pivotal visit to a MAC store in Soho during the 1990s redirected her path toward the beauty industry. Her professional journey began at a MAC counter in Macy's, where her innate talent quickly became evident. After facing personal challenges that led to her departure from MAC, a chance encounter with fellow makeup artist Wilbert Ramos resulted in a position at Laura Mercier. This opportunity allowed her to refine her skills, mastering both avant-garde and natural makeup styles.
Celebrity Collaborations
Her big break came when she was recommended for a music video for the R&B group 112, which subsequently led to grooming work for Diddy on a major TV morning show. This exposure opened doors to collaborations with high-profile clients such as Alicia Keys, Rihanna, and Zendaya. Her work on the television series Empire, particularly in creating the iconic looks for Taraji P. Henson's character Cookie Lyon, earned her two Emmy nominations. Additionally, she contributed to the makeup design for the Academy Award-nominated film Hidden Figures.
Entrepreneurial Setbacks and Comeback
In 2012, Ashunta launched her first beauty line, Perfect Face by Sheriff. Despite initial success, the brand faced a trademark infringement lawsuit, leading to its discontinuation. This setback, coupled with a serious car accident, marked a challenging period in her life. Undeterred, Ashunta used these experiences as learning opportunities. In 2020, during the pandemic, she introduced the Day & Night magnetic lash set under her new brand, Ashunta Sheriff Beauty. A social media endorsement from longtime client Taraji P. Henson and several celebrity makeup artist friends significantly boosted the product's visibility, leading to increased sales and the expansion of the brand's offerings.
Ashunta Sheriff Beauty Today
Today, Ashunta Sheriff Beauty boasts over 40 skin-conscious, cruelty-free, and vegan products designed for all skin tones. The brand emphasizes inclusivity and innovation, with products like the Thermal Blush, BrowZing Brow Gel, and BlurEFX Universal Powder becoming staples in many makeup routines.
Beyond her entrepreneurial endeavors, Ashunta is deeply committed to mentorship and advocacy. She actively supports the next generation of makeup artists, particularly artists of color, ensuring that the industry continues to evolve to be more inclusive and representative of the global community.