We were lucky to catch up with Chris Anthony recently and have shared our conversation below.

Hi Chris , thanks for joining us today. Let’s start with the story of your mission. What should we know?

JUSSTCHRISBEAUTY isn’t just a brand it’s a promise, a legacy, and a love letter to the people who raised me. I founded this company in 2022 with a mission to celebrate people who look like me and to create a space where everyone feels seen, valued, and beautiful.

The story behind this mission begins with my grandmother, Margaret, and my mother, two powerful women who taught me the meaning of resilience, creativity, and unconditional love. My grandmother and I started this journey together. We did everything side by side, from mixing products to planning our next moves. She was the heart of this brand until the day she passed, and I made a vow to carry her spirit with me every step of the way.

For me, this mission is deeply personal. As a queer, Black founder, I know what it feels like to grow up without seeing yourself reflected in beauty campaigns or celebrated in mainstream spaces. That’s why JUSSTCHRISBEAUTY exists: to change that narrative. To uplift voices, foster generational wealth, and remind our community that we are worthy, radiant, and powerful. This brand is my way of honoring my roots while helping others embrace theirs.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m Christopher Anthony, founder of **JUSSTCHRISBEAUTY**—a Los Angeles-based beauty brand born from legacy, love, and the bold belief that *everyone* deserves to feel seen.

I launched JUSSTCHRISBEAUTY in 2022, inspired by two of the most powerful women in my life: my mother and my grandmother, Margaret. My grandmother and I started this journey together, hand-picking every product, dreaming up every idea, and building our vision side by side. After her passing, I made a promise to carry on what we started—creating a brand that celebrates community, uplifts marginalized voices, and honors the power of generational wealth.

We’re more than makeup. At JUSSTCHRISBEAUTY, we provide inclusive, high-quality beauty products and tools designed for *real people*. From our standout highlighters to our all-purpose brushes, everything we offer is made to support creativity, confidence, and individuality—regardless of gender, race, or background.

What sets us apart? Heart. Every product is made with intention and authenticity. Every shade tells a story. Every launch reflects the spirit of celebration, resistance, and artistry that fuels us. As a queer, Black founder, I know how powerful representation can be—and I’m proud to offer a brand that shows up for the community.

What I’m most proud of is how far this dream has come—and how far it will go. JUSSTCHRISBEAUTY is a reflection of who I am, who I love, and what I believe in. I want every person who comes across our brand to feel inspired, empowered, and ready to express themselves—unapologetically.

How do you keep in touch with clients and foster brand loyalty?

With JUSSTCHRISBEAUTY we stay connected with our community through **Instagram, TikTok, Facebook**, and **DMs**. We don’t just post, we engage. From responding to messages to sharing customer content and going live, we make our supporters feel seen and heard. Building loyalty starts with a real connection, and that’s what we’re all about.

How did you build your audience on social media?

Building an audience on social media didn’t happen overnight it takes consistency, creativity, and a lot of heart. I started by simply showing up, sharing my products, my story, my journey, and connecting with people one post at a time. In the beginning, the engagement was slow, but I didn’t let that stop me.

My biggest advice to anyone just starting out is this: keep posting. Even if it feels like no one’s watching, keep going. You never know who’s seeing your content in silence. Stay consistent, stay authentic, and remember it can only go up from where you start. Social media rewards persistence and realness, so keep showing up as you, your niche will follow.

Contact Info:

• Website: https://www.jusstchrisbeauty.com
• Instagram: https://www.instagram.com/iamjusstchris
• Twitter: https://x.com/iamjusstchris
• Youtube: https://www.youtube.com/channel/UCEK0ErZ1UpVKPKUPb38nSqg
• Other: TikTok: https://www.tiktok.com/@iamjusstchris

Image Credits

Trey Storm