We were lucky to catch up with Ashunta Sheriff-Kendricks recently and have shared our conversation below.
Ashunta, thanks so much for taking the time to share your insights and lessons with us today. We’re particularly interested in hearing about how you became such a resilient person. Where do you get your resilience from?
My resilience is a gift I inherited from my family. My parents were born in Mississippi during a time when being Black meant facing unimaginable hardships. My mother came from a lineage of farmers who owned their own land, cultivated crops, and raised livestock. As a child, she picked cotton and walked miles to school until the roads were finally paved. My father, determined to carve his own path, left home at a young age and joined the Navy, traveling the world as a serviceman in World War II.
They both journeyed to New York City with a fierce determination to succeed, and it’s from their unwavering grit and perseverance that I draw my own strength. I owe my resilient spirit to my grandparents and parents—those who paved a way for me to stand where I do today.
Life brought its battles early. I lost my father, and I endured abusive relationships. But even in those darkest moments, I remembered my ancestors had faced far greater struggles. I never believed that trauma could defeat me. Instead, I chose to see trauma as a tool—a harsh but powerful teacher guiding me toward growth.
Makeup became my sanctuary. It allowed me to express the beauty I believe lives within all of us. With every brushstroke, I discovered that makeup isn’t just about covering scars or hiding imperfections—it’s about revealing the beauty you choose to show the world. It’s my way of honoring those who came before me, reflecting their strength and resilience in every face I touch.
Thanks, so before we move on maybe you can share a bit more about yourself?
I’m Ashunta Sheriff-Kendricks, a two-time Emmy-nominated celebrity makeup artist and founder of Ashunta Sheriff Beauty. I help people express their beauty with clean, vegan, and inclusive makeup that’s life-proof, bold, and empowering. What’s most exciting about my work is seeing the transformation—makeup isn’t just about covering flaws; it’s about revealing confidence.
My brand is all about ageless beauty—products that work for everyone, from teens to mature beauties. I’m thrilled to announce our newest launch, the Mermaid Fantasy Collection, a bold, shimmer-filled palette perfect for all ages. We’re also expanding our reach on platforms like Amazon, TikTok Shop, and Nordstrom, bringing our high-performance products to even more beauty lovers.
At Ashunta Sheriff Beauty, we’re not just selling makeup—we’re building a community where beauty is celebrated, confidence is cultivated, and everyone is seen.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
Looking back, three qualities that have been most impactful in my journey are resilience, authenticity, and continuous learning.
Resilience: My resilience comes from my family. I grew up seeing my parents overcome hardship—my mom picked cotton as a child, and my dad left home young to serve in the Navy during World War II. Life brought its own battles—losing my dad, surviving abusive relationships—but I never let trauma define me. Instead, I saw it as a teacher. My advice? Embrace setbacks as opportunities for growth. They will shape your character and fuel your determination.
Authenticity: Being authentic has always been my superpower. I never tried to fit a mold, even in an industry that often expects it. I built Ashunta Sheriff Beauty on honesty, inclusivity, and empowering others to embrace their unique beauty. For those starting out, remember this: Authenticity is magnetic. People connect with what’s real, so lean into who you are and let that shine.
Continuous Learning: I never stopped being a student—whether learning from beauty legends like Laura Mercier or embracing new techniques and trends. My advice? Always stay curious. Take courses, seek mentors, and never be too proud to ask questions. Growth happens when you stay open and eager to learn.
For anyone starting their journey, remember this: Your struggles are part of your story, your authenticity is your power, and your hunger for knowledge will always keep you ahead.
What was the most impactful thing your parents did for you?
The most impactful thing my parents ever did for me was allow me to be myself—loud, energetic, and full of life. As a kid, I was always getting in trouble—not because of bad grades, but because I talked too much. I was like a little bird that wouldn’t stop chirping, always cracking jokes, making everyone laugh, and leading the charge… even if it wasn’t always the right one.
I got in trouble a lot in first and second grade, and looking back now, I understand it was my way of coping with the trauma I was facing. I was acting out, trying to make sense of a world where I was watching my father’s health decline. It was a heavy burden for a young spirit, but it also made me strong.
They put me in all types of programs that enhanced my artistic skills. From acting to piano I did it.
That experience taught me resilience. It prepared me to handle whatever life threw my way. So now, when challenges arise in business—whether it’s financing issues, tariffs, manufacturing delays, or even upset customers—I think of that little girl who overcame so much. I’ve learned that if I could weather the storms of my childhood, I can push past any threshold.
Despite every challenge, we scaled 842%. That’s not just a number—it’s a testament to resilience, grit, and knowing that no matter what, I’ve got the strength to keep going.
Contact Info:
- Website: https://ashuntabeauty.com/
- Instagram: https://www.instagram.com/ashuntasheriff/profilecard/?igsh=MW5nc2Fmbjk3emk1Zg==
- Linkedin: https://www.linkedin.com/in/ashunta-sheriff-kendricks-6b395437?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app
- Twitter: https://x.com/ashuntasheriff
Image Credits
Photos by Ashunta Kendricks
so if you or someone you know deserves recognition please let us know here.
