Ashunta Sheriff-Kendricks, an Emmy-nominated makeup artist, has successfully transformed herself from a well-known celebrity makeup artist into a flourishing beauty entrepreneur. With over two decades of experience in the beauty industry, Sheriff-Kendricks has proven time and again that setbacks are simply stepping stones to greater achievements. She now stands as the founder of Ashunta Sheriff Beauty, a growing line of cruelty-free and artist-approved beauty products.
From Humble Beginnings to Hollywood Glamour
Sheriff-Kendricks’ journey began in the retail world, working at a MAC Cosmetics counter in a bustling Manhattan department store. Beauty was always part of her life; her family had deep roots in the industry, with her mother a performer, her aunt a model, and her sister a hairstylist. This foundation helped Sheriff-Kendricks find her passion early on. However, her career was not without challenges. After a difficult personal period, she was let go from MAC, a setback that could have ended her journey.
“It was devastating,” she recalled. “I thought I had finally turned things around in my life.” But fate had other plans. While walking down 34th Street, Sheriff-Kendricks ran into a former colleague who, seeing her distress, led her to a new opportunity at the Henri Bendel store. There, she worked with the newly launched Laura Mercier brand, expanding her skillset and refining her artistry. This opened doors to other career-changing opportunities, leading to work in weddings, commercials, music videos, and eventually, celebrity makeup.
Celebrity Clients and Red Carpet Success
Sheriff-Kendricks’ celebrity career took off when she landed Diddy as her first high-profile client. That connection led to more famous faces, including Alicia Keys and Rihanna, and gave her visibility in the beauty world. Her expertise soon extended beyond makeup application to collaborating with brands like Dior. One of her most notable contributions was designing Cookie Lyon’s iconic look on Empire, which earned her two Emmy nominations.
Her portfolio grew to include work for the Academy Award-nominated film Hidden Figures, the action-comedy The Lost City, and the Netflix series Survival of the Thickest. However, despite these career achievements, Sheriff-Kendricks faced personal and professional setbacks that threatened to derail her dreams.
Overcoming Life’s Challenges and Making a Comeback
2012 was a particularly difficult year for Sheriff-Kendricks. She had to close her first beauty line due to a trademark dispute and suffered a severe car accident that left her physically and mentally drained. Yet, instead of letting these setbacks define her, Sheriff-Kendricks used them as fuel for her comeback. “It was humbling,” she shared. “But it taught me to approach my career with more zeal.”
Sheriff-Kendricks’ faith and family supported her through the hard times. By 2020, when the world was facing the uncertainty of the pandemic, she felt it was the right moment to reignite her entrepreneurial dreams. In 2022, she launched her first product under Ashunta Sheriff Beauty, the Day & Night magnetic lash set. The product quickly gained traction, largely thanks to a glowing endorsement from her long-time friend, actress Taraji P. Henson.
Building a Beauty Empire
Today, Ashunta Sheriff Beauty is thriving. The brand, known for its clean and cruelty-free products, has been featured on major platforms, including Allure magazine and the Today show. Sheriff-Kendricks’ line has even graced the red carpets of the Academy Awards, cementing her status as both a celebrity makeup artist and a successful beauty entrepreneur.
In addition to her professional success, Sheriff-Kendricks continues to focus on family and passing down the opportunities she has created. She shared that her eldest daughter, Nami, who works in costume production, is now studying costume design at the Fashion Institute of Technology in New York.
The Power of Collaboration and Uplifting Others
Through her entrepreneurial journey, Sheriff-Kendricks has remained deeply committed to inclusivity and supporting fellow Black female entrepreneurs. “We can always collaborate and lift each other up,” she said. “There’s no diminishing me by uplifting you.” This collaborative spirit is at the heart of her approach to business, and she encourages other women to lean on one another for support, not competition.
