(Photo by Leon Bennett/Getty Images for Beautycon)
In an industry where legacy brands have traditionally set the rules, Danessa Myricks Beauty is rewriting them. From self-taught makeup artist to one of beauty’s most celebrated entrepreneurs, Myricks has built a brand that is not only commercially successful but has reshaped the way the industry thinks about inclusivity, artistry, and product innovation. As her brand continues its expansion in the UK through Sephora and Cult Beauty, Myricks is proving that independent brands can drive real change—bringing professional-quality products to a wider audience and setting new standards for what beauty can be.
Her success story is all the more remarkable because it is not one of privilege or an easy path into the industry. Myricks had no formal beauty training, no financial backing, and no blueprint to follow. She built her brand from the ground up, learning every element of the craft, from formulation to photography, marketing to education. That self-made ethos runs through everything she does—and has resonated with a generation of beauty consumers who want products created by real artists, not just corporate decision-makers.
Breaking the Beauty Mould
Myricks’ entry into beauty was unconventional. Originally working in the medical field, she found herself looking for a career that offered more flexibility to support her family as a single mother. With no formal makeup training, she taught herself the art of cosmetics, not just applying makeup but understanding how different formulations worked across all skin tones and textures. She became known for her innovative approach—breaking the rules of how makeup was traditionally used and repurposing products in ways that maximised creativity.
This approach led her to work behind the scenes on some of the biggest beauty campaigns of the 2000s, not just as a makeup artist but as a photographer and creative director. Her ability to see beauty from both sides of the lens gave her a unique perspective. She understood the disconnect between professional makeup and everyday consumers—why pro-grade formulas often didn’t cater to real people and how the industry frequently overlooked deeper skin tones in both shade development and marketing.
It was this knowledge gap that ultimately inspired her to launch her own brand, Danessa Myricks Beauty, in 2015.
Beauty Without Boundaries
From the outset, Myricks was clear: her brand would be different. It wouldn’t just be inclusive—it would be boundary-breaking. It would be professional-grade but accessible to everyone. It would be high-performance but intuitive enough for makeup beginners. And most importantly, it would celebrate creativity.
Part of the brand magic is the stunning pigment products offered by Danessa Myricks Beauty. … [+]
The result? A product lineup that has changed the way people approach makeup. Multi-use formulas that allow products to be layered, mixed, and used in countless ways—whether it’s her Colorfix cream pigments, her award-winning Blurring Balm Powder, or her cult-favourite Yummy Skin range. The emphasis is on artistry, but with the flexibility to suit all skill levels, whether you’re a working makeup artist or just experimenting at home.
The Hero Products Defining the Brand
Danessa Myricks Beauty is built on products that push boundaries, allowing users to experiment and customise their looks. Some of her most in-demand, cult-favourite products include:
• Colorfix 24-Hour Cream Colour – Arguably the most iconic product in her range, this multi-use pigment can be used as an eyeshadow, blush, lipstick, or even body paint. Loved by professionals for its intense colour payoff and longevity, it has become a must-have for artists and beauty lovers who want endless creative possibilities.
• Blurring Balm Powder – A revolutionary hybrid product that blurs, smooths, and mattifies the skin while still feeling weightless. Unlike traditional powders, it’s hydrating and flexible, making it perfect for those who want a soft-focus finish without looking overly matte.
• Vision Flush – A multi-tasking liquid formula that works as a blush, highlighter, and lip tint, blending effortlessly to give a natural glow.
• Yummy Skin Serum Foundation – A favourite among makeup lovers who want skincare-infused coverage, this foundation hydrates and perfects without feeling heavy.
• Twin Flames Liquid Eyeshadow – A duochrome eyeshadow with a colour-shifting effect, this has become a go-to product for those who love bold, editorial looks with minimal effort.
Each of these products reflects Myricks’ philosophy of makeup without limits—where formulas are not confined to one use, but designed to be played with, mixed, and applied however the wearer chooses.
The UK Expansion and a Global Movement
Myricks’ UK breakthrough has been driven by partnerships with key retailers that share her ethos. Sephora UK’s focus on trend-led, high-performance beauty has made it an ideal platform, while Cult Beauty—long known for championing independent brands—has helped introduce her formulas to a loyal consumer base looking for innovative, multi-purpose products that deliver professional results.
But this isn’t just a UK story—it’s part of a wider global shift toward independent beauty brands that challenge the status quo. Myricks has joined the ranks of game-changing founders like Pat McGrath and Rihanna’s Fenty Beauty, who have redefined how beauty is developed and marketed. Unlike traditional brands that often launch dozens of new products per year, Myricks’ approach is meticulous and considered. Each product serves a purpose, designed to push boundaries and fill gaps in the market rather than follow fleeting trends.
More Than a Brand: A Movement
Beyond product development, education is at the heart of Myricks’ mission. She doesn’t just sell makeup—she teaches it, empowering consumers and artists alike to experiment, learn, and create. Through her masterclasses, online content, and in-person workshops, she has built a community that extends far beyond the products themselves.
This commitment to education reflects her own journey—having started with no formal training, she understands firsthand the barriers that exist for aspiring artists. By openly sharing her techniques, insights, and creative process, she is breaking down those barriers, ensuring that beauty remains an accessible art form rather than an exclusive industry.
Myricks’ success is a testament to the influence of Black entrepreneurs in beauty, an industry that has historically marginalised deeper skin tones while simultaneously profiting from Black beauty culture. Her brand is a powerful statement: true inclusivity is not just about offering a wide shade range—it’s about who is leading the conversation.
A Lasting Legacy in Beauty
As Danessa Myricks Beauty continues its expansion, it is doing more than just selling products—it is reshaping the industry’s approach to artistry, inclusivity, and product innovation. From her self-taught beginnings to global recognition, Myricks has built a legacy that proves success isn’t about following traditional paths, but about carving your own.
With the UK embracing her brand in a way that signals a real hunger for artist-led, high-performance beauty, her next chapter is just beginning. If her journey so far is anything to go by, Danessa Myricks isn’t just creating beauty products—she’s opening up greater opportunities what beauty means.
