CREDITS – All images sourced from Team Ashunta Sheriff-Kendricks
Dubbed the “Glow Girl” for her radiant skin looks by Sephora, Ashunta has glamorised stars like Alicia Keys and Rihanna, snagging two Emmy nominations for Taraji P. Henson as Cookie Lyon, and working on Hidden Figures.
Ashunta Sheriff-Kendricks, a true beauty maven, grew up in the lively streets of Spanish Harlem, where her love for make-up began with her mother’s YSL pink make-up case. She didn’t always dream of being a make-up artist—in fact, she once aimed to be a cultural anthropologist! But a life-changing visit to MAC in Soho during the ’90s flipped the script.
Her big break came when a hairstylist recommended her for a music video, and she’s been slaying the beauty game ever since. She then went on to launch and successfully grow her namesake beauty brand ‘Ashunta Sheriff Beauty’.
Ashunta sits down for a conversation with The Peacock Magazine where she shares her favourite beauty hacks, tears down a few myths and talks about how she’s set her sights on going global in 2025, bringing her magic touch to the world—starting with India!
Q) What were your growing-up years like?
Ashunta Sheriff-Kendricks (ASK): I grew up in Spanish Harlem, also known as El Barrio. It was a vibrant neighbourhood filled with colours, music, dancing, and infectious energy. However, we also faced a drug epidemic in the ’80s. My mother worked at the telephone company, so I often had to let myself in after school. I was obsessed with make-up, always watching my mother as she prepared herself. Due to the violence in NYC, she kept my younger brother and me active in music, theatre, dance, and art—anything to keep us off the streets. Despite the challenges, I had a rich childhood. Losing my father at age eight was a major turning point; he was a big teddy bear, and super funny, and his loss redirected my life, but I pushed through and found my way.
Q) How and when did you realise your calling for becoming a make-up artist?
ASK: My obsession with make-up began with my mother’s YSL pink make-up case. I was constantly playing with her products and fascinated by how she did her make-up.
Q) Did you always want to become a make-up artist?
ASK: I never knew what a make-up artist was. I aspired to be a cultural anthropologist. However, my visit to the new MAC store in Soho in the ’90s changed everything. The store was unlike anything I had ever seen, and it, along with inspirations like Sam Fine and Kevyn Aucoin, led me to pursue make-up artistry.
Q) How did you land your first assignment?
ASK: My first job came through a recommendation from a hairstylist who saw my potential. She booked me for a music video for the R&B group 112. That job marked the beginning of my career, which has now spanned 25 years.
Q) When did you get your first big break?
ASK: The same music video for 112 led to my big break. I worked hard and my efforts didn’t go unnoticed. A few weeks later, Diddy’s assistant contacted me to see if I could do his grooming for a major TV morning show. I said yes, and the rest is history.
Q) How do you decide the looks for any shoot? Do you always go by the memo or do you choose to go by your instincts?
ASK: If the director or whoever is in charge wants something specific, I am a team player and will gladly follow their vision. However, I always add my expertise and experience, especially if I feel the look could be improved.
Q) How would you describe your signature look?
ASK: Sephora named me the “Glow Girl” in 2005. I’m known for my signature high-beam, healthy, radiant skin glow. I’m a big advocate for skincare, ensuring the skin looks healthy and luminous.
Q) What have been the highlights of your career until now?
ASK: Some career highlights include the Ladies First Tour with Alicia Keys, Beyoncé, and Missy Elliott; my first movie Smokin’ Aces, and doing nine world tours with Alicia Keys and Rihanna. I’ve gone through four passports! Launching my brand on QVC, facing a trademark lawsuit, and then relaunching Ashunta Sheriff Beauty has been a roller coaster of highs and lows. Being accepted into IATSE Local 798, receiving two Emmy nominations for my work on Taraji P. Henson as Cookie Lyon, and working on Hidden Figures were phenomenal experiences. Speaking at the White House for a DEI panel in April 2024 was a dream come true.
Q) What’s your definition of ‘Beauty’?
ASK: Beauty is inclusive, empowering and innovative.
Q) Who is your ultimate make-up icon and why?
ASK: My mother is my ultimate make-up icon. She was always on trend with her faux lashes, blue shadow and hot pink blush.
Q) Who is your style icon?
ASK: I adore style icons like Sophia Loren, Grace Jones, and Chaka Khan. The women in my family are also always impeccably dressed.
Q) Debunk the biggest make-up myth you’ve heard.
ASK: The biggest myth is that as you mature, you don’t need make-up. This is far from the truth. While it’s a personal preference, mature skin can certainly benefit from make-up.
Q) What’s the craziest styling request you’ve ever had?
ASK: I once showed up for a job, got paid, and then didn’t do any make-up because the artist felt make-up was only for the LGBTQIA community and just wanted cold towels.
Q) Who would you love to give a makeover to?
ASK: I would love to work with VP Kamala Harris and Michelle Obama. They are at the top of my bucket list.
Q) Where’s the strangest place you’ve ever done someone’s make-up?
ASK: In a gas station off the highway for a music video.
Q) What are the three make-up products you can’t live without?
ASK:
- 1. Thermal Blush
- 2. BrowZing Brow Gel
- 3. BlurEFX Universal Powder
These products are game changers and universally work for everyone.
Q) What is your number one skincare tip?
ASK: Keep your skin hydrated and protected. A thin layer of Vaseline can lock in moisture and the benefits of your skincare routine.
Q) Which is that one make-up product or tool that is always in your kit?
ASK: My Diamond Sponge is always present, along with the three must-have products I mentioned earlier.
Q) What’s one celebrity beauty secret we might not know about, but should?
ASK: Using a thin layer of Vaseline as a skin barrier on top of your skincare can lock in deep moisture and protect your skin.
Q) What do you love most about what you do?
ASK: I love making people feel beautiful and confident.
Q) Who cuts your hair?
ASK: I’m growing my hair out now, but when I cut it, I went to Katlin at Fleur Balance in Chicago, aka @shorthairchicago.
Q) What skincare/make-up product still needs to be invented?
ASK: A product that combines SPF, serum, balm and foundation with medium coverage. It would be a game-changer for many.
Q) What would the world be like if make-up never existed?
ASK: Simple and boring. Make-up enhances our features and allows us to have fun and feel special.
Q) What are your future plans?
ASK: We plan to expand into the international market in 2025, with India as our first stop. We want to bring our amazing vegan, cruelty-free, paraben-free products to a global audience.