Photo Credit: Kadice Williams
Ever since Shatara was a young girl growing up in Brooklyn, New York, she was always interested in cosmetics and fashion; it is an art form that changes with your mood, environment, and occasion. Growing up, she began to realize that, along with understanding how to apply makeup, she had to gain an understanding of the overall process of makeup. Shatara launched MUAH Cosmetics in 2016 and re-launched in 2020. “MUAH Cosmetics is not your ordinary cosmetic line; we are “THE” cosmetic line, which caters to all skin tones are all occasions. We are here to serve you as the client and provide you a luxury line of cosmetics but at an affordable price. We offer makeup for your brunch outing, your casual look, corporate look, date night look, and many more looks for all occasions for both women and men.”- Shatara Edwards
Photo Credit: Trend Griffy
FWM: When did your passion for makeup begin?
I was always a girly girl until I was about 9 years old and I wanted to be a tomboy, but not just any tomboy I was the tomboy with the lip gloss and mascara. I always loved makeup and fashion as far as I can remember. I was the girl with the soft pink lip gloss and shiny eyelids( Vaseline) since I was too young to wear actual eye shadow. As I got older, I started to really get into the makeup game.
FWM: Makeup is more than esthetic. What does makeup mean to you?
Makeup for is art, point black period. Makeup allows you to express yourself in so many ways and it allows you to be YOU! Makeup is a “pick-me-upper” because when I have my off days like everyone else, sometimes it only takes a good glam to get me back on track and I am off to my favorite department store, Home Goods LOL.
Photo Credit: Kadice Williams
FWM: You launched your company in 2016 and did a re-launch in 2020. Take us back.
The year 2016 was a very life-changing year for me. It was 3 years after I separated from my son’s dad of 10 years and I was lost, broken and just not myself. This was new for me because my son’s dad was my first real relationship and I had to learn myself all over again. I was dealing with depression, anxiety, single-life while working going to school and raising my 9-year-old son. My days consisted of me waking up crying and telling myself I had to keep going, but the days were not getting better. I tried talking to my family, my friends and even a therapist and just trying everything under the sun to heal and nothing seemed to help me. My family and friends did everything they could of done to help me but I knew I needed a miracle to get myself out of this dark place. One evening in January, my cousin invited me to church and I went not expecting much but that day was the start of the change I needed. I started to develop a closer relationship with God and boy did my days become better. I started to go to church often and I started to trust God that a change was going to happen. One day I woke up feeling great actually more than great and I asked God to help me keep my focus on something that would keep me motivated and the idea of fashion and makeup came into my head. Everyone knows I like fashion, but I had a love for makeup; so I went with the idea of starting my own cosmetic line. Minutes later the name “MUAH” came into my head and I started to say it over and over again “ MUAH Cosmetics, MUAH Cosmetics, MUAH Cosmetics until it stuck and I love it.
Photo Credit: Trend Griffy
After I did all my research, I officially launched MUAH Cosmetics on May 14, 2016 and it was a huge success. While the business was elevating and sales were thriving, I did not have the proper team and I was not as knowledgeable as I am today as being an entrepreneur. After careful thought, I decided to pause MUAH Cosmetics. Four years later during the pandemic, I decided to re-launch MUAH Cosmetics and this time I was more than ready. Our re-launch was on August 29, 2020 and again is was a success. Today we are up and running and I am in such a better place overall.
Photo Credit: Kadice Williams
FWM: You realized that there is such little representation for women of color. What is your vision for MUAH Cosmetics?
My vision for MUAH Cosmetics was to create a range of foundations tones or better term the “in between” tones for colored women. My ultimate goal is for everyone to have a foundation color that best matches their skin tone without having to mix foundations.
Photo Credit: Trend Griffy
FWM: MUAH Cosmetics- “We are “THE” cosmetic line, Expound on this idea.
I like to consider my brand the underdog and everyone knows the underdog always wins!, so when I say we are “THE” cosmetic line I am saying we are the best. I am confidant that when someone tries one of my products, they would love it. I highly believe in my brand and I can not wait for the world to know more about MUAH Cosmetics.
FWM: What can we find at MUAH Cosmetics? What are your favorite products?
You can find our selective products in stores at Flying Solo NYC, located at 420 W Broadway New York, NY or for all our products online at www.shopmuahcosmetics.com. I honestly love all of my products, each product enhances my beauty. However, I am super excited to announces our Essential Brow Kit which will be releasing in Mid-May of this year.
Photo Credit: Trend Griffy
FWM: What do you enjoy the most as an entrepreneur?
Where do I start, because being an entrepreneur is not for the weak. However, what I enjoy most is seeing how happy my customers are when they purchased a product and they love it.
FWM: Do you have any advice for young women who want to launch their own brand?
My advice to young women who want to launch their own brand is to keep on going. Do not worry about who or what is going on around you, always stay focus on your brand and always keep God first. If you put the work in, you will see the results and always remember success does not happen overnight. Enjoy the process, you will learn a lot about yourself.
FWM: What excites you the most for 2021?
I am mostly excited about the new products we are launching such as the Essential Eyebrow Kit, which will have all items you will need to create what you consider to be the perfect brow. Whether you like your brows more natural or full, the Brow Essential Kit will give you that opportunity. Also we launching spa headband which can be used for protecting your hair while applying your makeup or add it to your spa day. Last but not least we are launching fashionable face shield mask. All will be available Mid-May.
FMM: Please provide your social media links.
Facebook- (20+) Muah Cosmetics & Lux Skin Care | FacebookShop: www.shopmuahcosmetics.comPho
