We recently connected with Deida Massey and have shared our conversation below.

Alright, Deida thanks for taking the time to share your stories and insights with us today. Let’s start with what makes profitability in your industry a challenge – what would you say is the biggest challenge?

One of the biggest challenges to profitability in the beauty industry is intense competition. With numerous brands and products flooding the market, standing out and maintaining margins can be difficult. Additionally, keeping up with changing consumer preferences, trends, and demands adds complexity to staying profitable.

Deida, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

My name is Deida K. Massey and I am from the Southside of Chicago. I am the Founder and CEO of Reel Beauty, Inc. and Bixa Beauty, Inc. Twenty-five years ago I took a leap of faith by leaving my 9 to 5 job as an advocate for abused and neglected children with The Cook County Public Guardians Office and moved to Los Angeles to start a career as a makeup artist in TV and Film. While living in LA; I quickly landed opportunities working on music videos, editorial shoots and working with many celebrities. Later, I returned home and began working as a makeup artist and Key artist on films; Divergent, Spike Lee’s critically acclaimed film Chi-raq, Transformers 3, Netflix’s BEATS, Widows and more. With lots of sacrifice, hard work, commitment and perseverance I landed a Key Makeup Artist position on the hit NBC TV show Chicago Fire. I worked with the One Chicago hit show for 7 seasons. I later became the key makeup artist for two seasons. Soon I took another leap of FAITH and left One Chicago Franchise and began a key makeup artist position on FOX The Big Leap in 2021, Disney’s “Saturdays” in 2022 and The Emperor of Ocean Park starring Forest Whittaker in 2024. My many years as an experienced Makeup artist has gained me valuable experience and countless opportunities as a makeup artist.
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As a Serial Entrepreneur, my proudest accomplishment is being the Founder/CEO of my organization Reel Beauty, Inc. The organization is a 501 (c)(3) that has serviced girls for 17 years throughout Chicago and within Chicago Public Schools. In 2010, I took my program internationally and implemented Reel Beauty’s curriculum in Swahili at The Uzima Center in Mwanza, Tanzania with 30 girls. To date through my philanthropic efforts, my organization has helped the girls and their families with housing and education. Reel Beauty’s biggest initiative has been a large distribution of aiding hygienic products through The Global Health Initiative at The University of Chicago, The Los Angeles Unified School District, Nefuse Case Management along with countless volunteers.

In April of 2021, I Launched Bixa Beauty, Inc. Bixa Beauty is a vegan friendly luxury beauty brand with an initial product lip line of 16 highly-pigmented colors that are GMO-free, paraben free and Cruelty-free. 10% of every product purchase empowers educational opportunities and entrepreneurial development for young women through their partnership with the Uzima Center in Mwanza Tanzania.

In 2016, I penned my first beauty memoir ‘Face Values-The Foundation of Beauty’, I am also the co-owner of business collaborations; Last Looks Chicago a women-minority owned business for professionals in the TV and Film industry and Social STEAM Global. Two of my current goals is to produce a biography series and win an Oscar and Emmy for makeup in a TV series and Motion Picture feature.

Can you tell us about a time you’ve had to pivot?

I knew while working in the filed of Law, I didn’t want to work within monotony for the rest of my life. While moonlighting on nights and weekends as an artist, I felt compelled to work in a more creative space. I loved the arts as a little girl and I felt my childhood imagination of wanting to be a creative emerge into the arts. I knew after working as a paralegal it wasn’t as fulfilling to me and embracing my passion for makeup was natural and organic. Through this process, my greatest life purpose was discovered and fulfilled.

How did you put together the initial capital you needed to start your business?

I received an SBA loan for my business to help with marketing, packaging and initial start up costs. This endeavor has been self-funded for two years, beginning with research and development, formulation as well as the market launch. I didn’t receive a grant until the third year of my business.

Contact Info:

• Website: https://www.bixabeauty.com/
• Instagram: @bixabeauty
• Facebook: Bixa Beauty
• Twitter: Bixabeauty