She’s the makeup artist behind the faces of Hollywood elite from Rhianna to Zendaya to Sean Combs to Alicia Keys to Molly Sims.

 

Now, Ashunta Sheriff has curated a line of beauty essentials to give makeup enthusiasts everywhere the tools they need to recreate these stellar looks at home, named for the woman herself: Ashunta Sheriff Beauty.

 

In an exclusive interview with Happi, the makeup expert says eyes and eyebrows are the foundation of a beautiful face. It was only natural, then, that brow and lash kits be the pillars of her makeup line. This includes products that cater to sculpting the perfect brow and defining the eye. After all, Sheriff says, “If you can line, you can lash.” 

It all started during the covid-19 pandemic when Sheriff observed droves of consumers sporting “face-covering” false eyelashes during trips to the drugstore.

 

“I know a lot of people who don’t know how to put on lashes,” noted Sheriff.

 

After dabbling with magnetic lashes, the brands she tried didn’t provide long wear and weren’t waterproof. So, she sought to make these so-called weak links in the market stronger. The result? MagnetiEyes Day & Night Lash Set. Sheriff said she designed her false eyelashes with magnetic liquid liner technology to allow consumers to go from day to night minus the mess of sticky fingers and eyelids and stray lashes stuck to tweezers. 

 

She then recruited actress and singer Taraji P. Henson to make a tutorial video, which went viral. It was the “pull” that sold consumers. 

 

What’s more, the MagnitEyes Magnetic Luxury Lashes comes with two pairs of different lash styles that cater to the woman craving an everyday lash providing that extra oomph to open and beautify the eyes or a pair that brings the drama (think full, long and fluffy). The lashes can be reused as many as 20 times each, according to Sheriff, and stays on through workouts. Forget to remove them before bed? They stay on while asleep too. 

In addition to her eyelash and liquid eyeliner application, Sheriff also offers a Unicorn Multichrome Glitter Shadow Palette. Inclusive of 10 shades of highly-pigmented pressed duochrome glitter eye shadow, the longwearing shadows were curated to allow women to match any outfit and help elicit other hints of color in consumers’ eyes for the full effect, according to the brand.   

 

“The Unicorn Palette ranges from beautiful ocean blue, to purple, rose gold, green, burnished copper and olive-green jam packed with multichrome glitter to create an iridescent take on the look of multiple colors,” she said.

 

To electrify peepers even further, the UV Neon Vegan Liquid Liner works wonders, she explained. Available in six bold shades inspired by Sheriff’s childhood in the late 1980s and early ‘90s New York City where she’d see graffitied playgrounds and murals in Spanish Harlem, the smudge- and water-proof liners can be layered for bold looks made to glow under black light. 

 

“We’re using makeup as a form of expression, whether like coiffing brows or matching your outfits,” said Sheriff, adding the multi-chrome palette reflects the hodgepodge of color in street art. 

Celebrities including Eva Marcille and YaYa DaCosta of America’s Next Top Model are fans of the liner, she said.

 

Currently, nano brows, or natural, full eyebrows that are neatly combed and shaped, are all the hype, according to Spate’s latest beauty trend analysis. To achieve them, Sheriff’s BrowZing Brow & Lash Kit nourishes brows and lashes to create manicured “curtains” to the windows to the soul. To keep fuller brows smooth all day long, the brand’s BrowZing Brow Gel Freeze is a styling wax that lifts, tames and sculpts each brow for a laminated, feathered look. The kit is a hit with actor Channing Tatum, according to Sheriff.

 

“Unruly brows can really change your face,” she said, adding that groomed, coiffed brows can help open up the delicate space around the eyes for a presentable look. 

 

To define the face, Ashunta Sheriff Beauty also offers a Unicorn Duochrome Highlighter that comes in shades ranging from peachy copper to champagne gold that complement any skin tone. It can be used to define the “apples” of the cheekbones for a contoured look. And it can help give the illusion of toned legs and shapelier breasts when brushed over the body and decolletage. 

 

To cap off makeup application, the brand offers The Beauty Water Fix It Spray Infused with alkaline water, aloe vera and vitamin E, which can be spritzed onto the entire face as the final step to “marry” the makeup together and provide a glowing finish.

Ashunta Sheriff Beauty can be shopped here.