We were lucky to catch up with Sherida Edwards recently and have shared our conversation below.

Sherida , thanks for taking the time to share your stories with us today We’d love to hear about when you first realized that you wanted to pursue a creative path professionally.

I knew from a young age the beauty insdustry was my home.

I was always enthralled with the amount of products available and I needed to learn about them all.

The first time I was asked to do a customers makeup it was life changing. I became obsessed!! I wanted to try every single product on every single skin tone.

I was always the friend who wanted to glam you up or do facials at sleepovers.

Growing up in the industry made me aware that there was a substantial gap in shades and products for anyone who looked like me, especially darker skin tones.

I would attend makeup courses and classes at the beginning of my career and couldnt understand why “we” were always excluded from the “universal” tones. There wasnt much variety back then and it frustrated me beyond belief.

I wanted to see girls like me being represented, I wanted to have products I could choose from. So at a young age I promised myself I would create something for myself and my clients. Inclusive and diverse, no shade exclusion.

Basically I wanted makeup for melanted skin, without having to settle.

Thats when ShesGold was born!

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 was born in the UK and came to Canada with my mother when I was 5.

She got into cosmetics as soon as we arrived, my aunt was also an account exec for a major brand. So skincare was introduced and mandatory in my home from my elementary years. We always had over stock of cleansers, toners, cream body products etc.

Skin hygiene was part of my regular routine since the fourth grade. These habits stay for a life time and I have shown my children the same.

Skincare brought me to cosmetics and completely blew my mind!! I was obsessed and to this day still get giddy over new products and opportunities.

My artistry has created incredible connections and collaborations with creatives from photographers to models and agencies.

Working with others showed me that was am creating is so necessary and needed even in todays day and age.

My dream was to have a makeup brand where noone was left out. Especially black women. I wanted to prove to myself that I could create the change I wanted to see.

I now provide products, services and artistry that can benefit anyone.

I am proud of my brand ShesGold because it represents not only myself but anyone who wants to shine. Anyone who wants to create, believe and leave their mark.

I want to make sure people understand my extensive knowledge in beauty. My experience and first hand understanding women and their needs when it comes to vanity. I trule believe that when you look good, you feel better.

We’d love to hear the story of how you built up your social media audience?

When I decided I had enough courage to share my artistry with the world I set up a space in my home and asked friends and family to come over so I can film them while I do their makeup.

It was a way to build my confidence and work on my skills daily.

This was the base of my getting my services out there and also building a community.

People had questions about makeup, skincare and applications so I would answer!
Creating social media platforms has helped my buisness in so many ways. Amazing relationships, creative projects and clients ofcourse.

It’s a way I show up for myself, its not always easy but you never know the impact you may have until you try.

What’s a lesson you had to unlearn and what’s the backstory?

A lesson that I had to unlearn was that there is space for you. For me. For all of us.

There are countless makeup artists and highly sucessful creatives and it was intimidating.

I would think there is noway I could ever do what they are doing or have as big a following.

Its true, and its reality, I will never be them or even as successful. I told myself that its ok, Im not supposeed to be. Im supposed to be me. Do my thing the way I do it.

I told myself many times look at all the options we have as consumers. We have 100 different choices of everything, different brand or bread, butter ever water! All successful brands. All on the same shelf.

I can stand alone and still offer what I offer in my own way.

Sometimes you need to create your own space, and get out of your head!

I had to unlearn that there wasnt a space for me…there was and is. I just had a find it.

Contact Info:

• Instagram: @shesgoldaf
• Other: @shesgoldaf on tiktok

Image Credits

Graciouschaos Photography

Natalie Meyer