At MakeUp in New York 2024, our Chief Inspiration Officer Leila Rochet sat down for an exclusive conversation with acclaimed beauty brand CEO and Founder, Danessa Myricks.
Renowned for its artistry, innovation, and comprehensive approach to inclusivity, Danessa Myricks Beauty has quickly gained recognition from global beauty fans. Rooted in creativity, the brand champions individuality and self-expression, chiming with the values of today’s Gen Z.
For these hedonistic beauty fans, makeup is integral to a new treat-based culture. The boom in concert makeup, couture-inspired makeovers, and character-driven narratives on social media, signals a new era of creativity as pleasure becomes a key driver for thrill-seeking consumers. This culture shift is enticing consumers to experiment with bold looks, explore new personas, and indulge in lavish artistry.
Discussing the trend for self-treating as a polycrisis coping mechanism, Leila and Danessa explored the imperative for joy in makeup and the rising call for sensory considerations when it comes to NPD.
“Danessa’s infectious passion for beauty and her intuitive understanding of the transformative power of makeup resonate deeply with today’s consumers. Her autodidactic approach has given her a unique perspective, allowing her to create products that are intimately attuned to the needs and desires of real people, regardless of their gender, age, or skin story. In Danessa’s world, makeup is not a mask but a tool of empowerment – an opportunity to celebrate one’s individuality and unleash creativity.”
Leila: Could you start by telling us a bit about your journey into this industry?
Danessa: I’m an accidental makeup artist, an accidental brand founder, and even an accidental photographer. I was simply living my life and adapting as things happened. At 30, I was a displaced worker; the company I worked for shut down. As a single mother with a newborn and a 7-year-old, I had to rethink my life. I was working at a publishing company that produced beauty magazines. The lives of the makeup artists and photographers there seemed exciting, while my job was just to feed my kids—nothing that sparked inspiration. My relationship with beauty was complicated; the industry wasn’t welcoming for someone like me. But seeing the artists in that space made me want to be creative. I decided to teach myself makeup in my basement. I worked for free for about a year, then landed my first commercial job, and the rest just unfolded from there. It’s been about saying “yes” to opportunities and having the courage to step into them.
Leila: What were the biggest challenges you faced as a self-taught artist? I imagine it wasn’t easy reaching the success you enjoy today.
Danessa: Oh, definitely not easy. The biggest challenge was my lack of knowledge. I was figuring things out as I went. But, honestly, I’m grateful for that ignorance because it allowed me to carve a different path without being told what was “possible” or “impossible.” I learned by dreaming and experimenting, and I had to overcome fear at every stage. Even now, every day feels challenging and a bit scary, but I keep moving forward with courage.
Leila: What was the social and political backdrop like at the time you started? Did it influence your vision?
Danessa: Absolutely. My brand is very personal; it’s a reflection of my story and the stories of the people I encounter. It’s deeply connected to the social and political climate. I create with a focus on solving problems people face and addressing what they feel is missing. So, yes, the backdrop has always influenced my brand’s vision.
“My inspiration comes from those who came before me—like my parents, whose struggles were far greater than mine. I feel a responsibility to keep going and make space for others who look like me. Every success, every “yes” I achieve, creates room for someone else to thrive in this industry”
Leila: Your brand is recognized for its inclusivity and versatility. How do you ensure that your products cater to such a diverse range of skin tones and types?
Danessa: My brand is about people’s stories. It’s about creating a space where everyone feels seen and represented. When I think about developing a product, I literally close my eyes and think about all types of people. My team represents the world, and we’re constantly listening to customers’ stories. The challenge has been finding partners who share our commitment to inclusivity, especially since some formulations are not designed to work across all skin tones. For example, certain base formulas are pure white, which can look great on lighter skin but doesn’t work for everyone. So, we’ve had to search for partners who understand our goal to create for everyone.
Leila: Makeup has become a form of self-expression, especially with “treat culture” gaining popularity. Consumers now see beauty as a source of creativity and comfort. How does that influence your brand’s vision?
Danessa: It’s everything. Makeup is about problem-solving, but it’s also about joy. I remember my mom introducing me to blue eyeliner, which made my eyes pop. Makeup has this incredible ability to make people feel something. So, when we develop products, we focus on how it affects all the senses. The goal is to bring joy inside and out. It’s not just about confidence; it’s about amplifying who you believe you are.
Leila: Speaking of product development, can you share some insights into your innovation process? How do you come up with new ideas, like the latest palette?
Danessa: We dream big. Our development process starts with what we call “DREAM”—D is for “Dreaming”, R is for “Reimagining”, E is for “Ease of Use”, A is for “Accessibility”, and M is for “Magic”. We create with everyone in mind. Each product is designed by dreaming and reimagining, and we focus on accessibility to make sure it’s available to everyone. It’s about creating things that didn’t exist before and approaching them from a new perspective.
Leila: That’s inspiring! Let’s talk about the future. What’s next for Danessa Myricks Beauty?
Danessa: Oh, I have big plans! We’re reimagining what skincare and makeup could be. Could they be one and the same? Do routines need to stay as they are? I want to explore new ways for people to experience skin and complexion products.
KEY STATS - DANESSA MYRICKS BEAUTY
+61.5% increase year-over-year in TikTok searches (1)
+25.9% increase year-over-year in UK Google searches (2)
#38 ranking in EMV, representing a +56% year-over-year increase (3)
Sources: (1) Spate NY Tool - US TIkTok views - from Sep 10, 2023 to Sep 8, 2024 vs. Sep 11, 2022 to Sep 10, 2023
(2) Spate NY Tool - US Google searches - from Sep 2023 to Aug 2024 vs. Sep 2022 to Aug 2023
(3) Tribe Dynamics - Jan 2024-Aug 2024
THE CIC TAKE
Our What’s Up #21 report (out now) explores the rise of feel-good makeup and the desire for beauty that brings glimmers of joy to the daily routine. The surging popularity of Danessa Myricks Beauty demonstrates the necessity for brands to expand access to artistry to all consumers, as self-celebration becomes a key driver for Gen Z consumers. Contact the team today for more information.