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Executive Voice

Jelisa Blackwell talks about creating her beauty brand

With over ten years of artistry experience in the beauty industry, Jelisa Blackwell is a professional makeup artist and cosmetic expert who aims to deliver excellence in all that she does.

Her penchant for, and proficiency in soft, clean, glamorous looks has earned her a reputation as a reliable, punctilious, and caring beauty professional in Atlanta, Georgia. She is the owner of Beyouty by Jelisa, a beauty brand that aspires to help people all over the world feel more confident and free to express themselves creatively no matter their race, gender, age, or ethnicity.

Her foray into the beauty world started in 2012 as a freelance makeup artist. She soon realized that the beauty industry had some serious gaps in the products and services that were readily available, especially for people of color.

She says, “In the early 2000’s when my mother introduced me to cosmetics, there were very few mainstream brands that offered cosmetics for women of color, and specifically women that were deeper in skin tone like me.”

Being able to cater to women of color and those whom the beauty industry had marginalized became Jelisa Blackwell’s driving mission.

Art has always been a first love for Jelisa Blackwell who immersed herself in drawing, painting, and designing from her formative years. This love for art was transformed into a love for cosmetics when she was in college. While Jelisa’s journey into the world of cosmetics helped her make extra money while she was a college student, she soon realized how much she cherished creative expression and its ability to transform confidence from within.

She laughs, “I remember dreaming of having my own cosmetics brand, even though I was in college for something totally different!”

While the idea seemed far-fetched at the time, Blackwell’s passion refused to be restrained by circumstances and she allowed it to soar.

“I created Beyouty by Jelisa, not only to be able to share my love of art, but also to positively influence people all over the world to remember their immeasurable value and worthiness in a world constantly telling them they aren’t enough”, says the entrepreneur.

She says that starting her own brand posed an uphill challenge in 2012 as there was not much by way of information for outsiders seeking entry into the industry. Blackwell had to navigate her way through working as a freelancer, establishing her brand, and her education.

Eventually, she cleared the hurdles with flying colors. By the time Blackwell graduated from college, she had established a strong reputation in the area. Her genial approach to any client as well as her signature style, consisting of a very clean, romantic, and glamorous look earned her repeat customers as well as word of mouth referrals.

The black entrepreneur says that even as her brand expands and grows in popularity, she wants to make sure that Beyouty by Jelisa continues to do what it set out to do in 2012.

She says, “Our aim is for our clients to feel just as beautiful on the inside as they look on the outside.”

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