Joy Adenuga | By Joy Adenuga

Women to Watch | Beauty Founders

Joy Adenuga: Celebrity makeup artist and founder of By Joy Adenuga on building a beauty brand rooted in purpose, professional expertise and empowering others.

“Solve a real problem, not chase a trend. Trends may bring attention, but purpose is what builds a lasting brand.” – Joy Adenuga

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There are beauty founders who create products, and then there are beauty founders who create solutions.

As one of the UK’s most respected makeup artists, Joy Adenuga has spent more than sixteen years behind the scenes with celebrities, campaigns and editorial shoots, building a reputation for excellence, professionalism and artistry. But rather than simply adding another product to an already crowded beauty market, she chose to solve a problem she experienced every single day.

That idea became ByJoyAdenuga, a professional brush collection designed to simplify makeup without compromising on performance. Built around innovative multi-use brushes that work across liquid, cream and powder formulas, the brand reflects Joy’s belief that beauty tools should work harder, smarter and more intuitively.

Completely self-funded and developed from real-life industry experience, ByJoyAdenuga is a brand built on purpose rather than trends, making Joy a natural choice for Darling’s Women to Watch | Beauty Founders series.

We spoke to Joy about entrepreneurship, representation, confidence, family life, and what it really takes to build a beauty brand that lasts.

“Talent will open doors, but professionalism keeps them open.”

1. Tell us about yourself. Who are you outside of your business?

I’m a professional makeup artist with over 16 years of experience, specialising in celebrity makeup, education, beauty expertise, and on-screen media. Throughout my career, I’ve had the privilege of working with some of the industry’s leading names while also building a reputation as a trusted beauty expert, educator, and founder of my own beauty brand, ByJoyAdenuga.

Outside of work, I’m happily married and a proud mum to two wonderful children who mean the world to me. When I’m not working, I love travelling, discovering new cultures, and spending quality time with my family.

2. When did you first realise beauty was going to become part of your career?

Funny enough, I discovered my passion for the beauty industry on the very same day I relocated to the UK.

I’d always loved makeup and beauty, particularly after really discovering it during my final year at university. However, at that time, the beauty industry wasn’t widely recognised as a viable career path, so it never felt like a realistic option.

Everything changed when I arrived at Heathrow Airport. I remember walking into WHSmith and being completely captivated by the beauty magazines on the shelves. As I flipped through the pages, seeing the incredible makeup artistry, campaigns, and editorials, something clicked. In that moment, I realised this was the world I wanted to be part of.

Looking back, that was the moment the dream truly began.

3. What problem were you trying to solve when you launched your brand?

Well The problem I wanted to solve was creating a smaller, more efficient makeup kit.

One day, while packing for a client booking, it really struck me just how many brushes I was carrying. Each one had a single purpose: one for liquid foundation, another for powder, another for cream products, and so on. My kit was becoming heavier and more cluttered than it needed to be.

That sparked an idea. I started asking myself, why can’t one brush do the job of several?

From there, I began researching how I could develop my own range of multi-use brushes. My vision was to create professional-quality tools that could work seamlessly with different formulas. For example, the same brush could be used to apply liquid foundation, then simply turned over or cleaned and used to apply powder products with the same flawless finish.

That philosophy became the foundation of ByJoyAdenuga. Every brush is designed to be versatile, helping both professionals and everyday makeup lovers simplify their routine without compromising on performance.t problem were you trying to solve when you launched your brand?

“My biggest piece of advice would be to solve a real problem, not chase a trend.”

4. Was there a defining moment where you thought:

5. What has been the biggest challenge you’ve overcome as a founder?

One of the biggest challenges I’ve faced as a founder has been access to funding, particularly for marketing, which is such a key driver of growth for any consumer brand.

ByJoyAdenuga has been completely self-funded from day one, so every stage of growth has been financed by reinvesting the profits back into the business. While I’m incredibly proud of that, it also means growth has often been slower than it could have been, as I’ve had to carefully balance investing in stock, product development, operations, and marketing.

Despite those challenges, it’s taught me to be resourceful and intentional with every decision. It’s also made every milestone even more rewarding because the brand has grown organically through perseverance, customer trust, and a genuine belief in the products.

6. What’s one thing people assume about running a beauty brand that simply isn’t true?

That running a beauty brand is glamorous.

People see beautiful campaigns, luxury packaging, and exciting product launches, but they don’t see the late nights, the spreadsheets, the manufacturing delays, the customer service, or the constant problem-solving that happens behind the scenes.

For me, building ByJoyAdenuga has been one of the hardest things I’ve ever done, but also one of the most rewarding. Seeing customers genuinely love products that started as an idea in my own makeup kit makes every challenge worthwhile.

7. What does success mean to you today compared to when you first started?

When I first started, success was all about recognition. I wanted to work with celebrities, see my work in magazines, and build a name for myself within the beauty industry. Those milestones felt like the ultimate measure of success.

Today, my definition of success has completely changed. While I’m incredibly grateful to have achieved many of those career goals, success now means building something that lasts. It’s about creating products that genuinely make people’s lives easier, growing a sustainable business, and leaving a legacy that extends beyond my work as a makeup artist.

As a founder, success also means having the freedom to create on my own terms, supporting my family, and building a brand that people trust. Knowing that someone chooses a ByJoyAdenuga brush because they believe in the quality and the thought behind it is just as rewarding as any celebrity booking.

Ultimately, success today is less about the spotlight and more about impact.

8. How do you look after your own wellbeing while running a business?

For me, looking after myself means stepping away from work and spending quality time with my family. Running a business can be incredibly demanding, so I really treasure our holidays. They’re one of the few times I can truly switch off, disconnect from the day-to-day pressures, and be fully present with the people I love.

That time away helps me reset mentally and emotionally. I always come back feeling refreshed, with a clearer mind, fresh ideas, and a renewed sense of purpose. I’ve realised that taking time to rest isn’t a luxury, it’s an important part of being able to show up as the best version of myself, both personally and professionally.

The Brand

9. Which product best represents your brand and why?

The product that best represents my brand is our core collection of ten multi-use brushes. They embody everything ByJoyAdenuga stands for: versatility, quality, and thoughtful design.

When developing the collection, I wanted to create something that worked equally well for professional makeup artists and everyday makeup lovers. As a makeup artist myself, I understood the challenges of carrying multiple brushes, each designed for just one product or technique.

Our core collection was designed to simplify that. Each brush can be used seamlessly with liquid, cream, and powder formulas, reducing the number of tools needed without compromising on performance. It’s a collection that reflects my philosophy that makeup tools should work harder, be more versatile, and make the application process easier for everyone.

“Today, success is less about the spotlight and more about impact.”

10. If somebody had never heard of your brand before, what would you want them to know?

Every product has been developed from real-life experience on set, backstage, and with celebrity clients. I didn’t create brushes to add to the market, I created them to solve genuine problems that makeup artists and beauty lovers face every day.

At the heart of the brand is versatility. Our brushes are designed to work across liquid, cream, and powder formulas, allowing you to do more with fewer tools without compromising on the finish.

Above all, ByJoyAdenuga is built on quality, innovation, and practicality. My goal has always been to create professional-performance tools that make makeup simpler, whether you’re a beginner perfecting your routine or a professional working under pressure.

11. What are you most proud of building?

Without question, I’m most proud of building ByJoyAdenuga from the ground up.

The brand has been completely self-funded, and every milestone has come from hard work, perseverance, and reinvesting back into the business. There hasn’t been a shortcut. Every product, every launch, and every achievement has been built step by step.

Beyond the products themselves, I’m proud that the brand was born from a genuine need. As a working makeup artist, I created tools that I wished existed, and seeing both professionals and everyday makeup lovers embrace them has been incredibly rewarding.

Most of all, I’m proud that ByJoyAdenuga has become a brand people trust. Knowing that customers come back because they genuinely love and rely on the products means more to me than any single award or achievement. To me, that’s the greatest measure of success.

12. What’s next? Any launches… Projects… Collaborations… Dreams…

There’s a lot to be excited about over the coming months.

We’re currently in the testing phase of our Christmas collection, which has been in development for quite some time. While I can’t reveal too much just yet, I can say that we’ve reimagined the gifting experience and I think our customers are going to love what’s coming.

My biggest dream is for ByJoyAdenuga to become a globally recognised beauty brand, known not just for creating beautiful brushes, but for redefining what makeup tools can do. I want the brand to be recognised as the go-to destination for innovative, multi-use tools that simplify makeup without compromising on quality. Ultimately, I hope to leave a lasting legacy in the beauty industry, creating products that genuinely make a difference to both professionals and everyday makeup lovers.

Darling

Complete this sentence…

“Beauty means…”

Beauty means feeling confident in who you are. It’s not about perfection or following trends, it’s about enhancing what makes you unique and embracing your individuality.

For me, beauty starts with confidence, and if my work or my products can help someone feel a little more confident when they look in the mirror, then I’ve done my job.

Complete this sentence…

“The one thing I wish every woman knew is…”

..that confidence is far more powerful than perfection.

The beauty industry can sometimes make us feel as though we need to look a certain way, but the truth is that there is no single definition of beauty. The most beautiful women I’ve worked with aren’t necessarily those with perfect features, they’re the ones who embrace who they are with confidence.

Makeup should never be about changing yourself. It should simply enhance what’s already there and help you feel like the best version of yourself.

Why do you think women should continue supporting independent beauty founders?

I think supporting independent beauty founders means supporting innovation, passion, and purpose.

Many independent brands are created because a founder identified a genuine problem and set out to solve it, rather than simply following trends. Every product has a story, and behind it is someone who has poured their experience, time, and resources into creating something they truly believe in.

When you support an independent brand, you’re not just buying a product, you’re helping someone’s vision grow. You’re supporting creativity, job creation, and businesses that often reinvest every sale back into developing better products and serving their community.

As an independent founder myself, every purchase makes a real difference. It allows us to continue innovating, improving, and bringing new ideas to life. That’s something I think is incredibly special and worth celebrating.

Joy Adenuga

• You’ve worked with some of the biggest names in entertainment. What’s the biggest lesson working with celebrities has taught you about beauty, confidence and professionalism?

Professionally, it’s taught me that talent will open doors, but professionalism keeps them open. Being reliable, remaining calm under pressure, respecting confidentiality, and consistently delivering your best work are just as important as your technical ability.

Ultimately, the biggest lesson I’ve learned is that beauty is about confidence, and confidence is built through trust. Whether I’m working with a celebrity or an everyday client, my goal is always the same: to help them feel like the very best version of themselves.

• Representation has become a much bigger conversation in the beauty industry over the last decade. How important is authentic Black representation to you, and where do you think the industry still has work to do?

Authentic Black representation is incredibly important to me because it’s about more than visibility, it’s about ensuring everyone feels seen, valued, and catered for.

When I started my career over 16 years ago, there were very few products, campaigns, or educational resources that truly represented Black beauty. We’ve come a long way since then, and it’s been wonderful to see more inclusive shade ranges, more diverse campaigns, and greater recognition of Black talent across the industry.

That said, I believe there’s still work to do. Representation shouldn’t be something that’s highlighted only during specific moments or campaigns. It should be embedded into every part of the industry, from product development and marketing to leadership teams, education, and decision-making. True inclusivity happens when diversity becomes the standard, not the exception.

As both a makeup artist and the founder of ByJoyAdenuga, I’ve always wanted to contribute to that progress. Whether it’s creating products that work across all skin tones, educating artists on inclusive beauty, or helping people feel represented, my goal has always been to make beauty feel accessible and empowering for everyone.

Ultimately, authentic representation isn’t just good for the industry, it’s good for the consumer. When people genuinely see themselves reflected, they build trust, confidence, and a stronger connection with the brands they choose to support.

• As someone who has successfully transitioned from artist to entrepreneur, what advice would you give the next generation of beauty founders looking to build a lasting brand rather than simply following trends?

My biggest piece of advice would be to solve a real problem, not chase a trend.

Trends come and go, but if you create a product that genuinely makes people’s lives easier, your brand has a much better chance of standing the test of time. ByJoyAdenuga was born because I experienced a problem every single day as a working makeup artist. I wasn’t trying to create another makeup brush, I was trying to create a better one.

I’d also encourage founders to build with patience. We often see overnight success on social media, but what we don’t see are the years of hard work behind it. Building a lasting brand takes resilience, consistency, and a willingness to keep going even when progress feels slow.

Finally, never lose sight of why you started. As your business grows, there will always be pressure to follow trends or compare yourself to others. Stay true to your vision, listen to your customers, and focus on creating products that reflect your values rather than what’s popular in the moment.

A strong brand isn’t built on one viral moment. It’s built on trust, consistency, and delivering quality time and time again. That’s what creates loyal customers and, ultimately, a lasting business.

Quick Fire

Favourite book? Any book by JD Robb

Morning or night? Morning

Coffee or tea? Coffee

One beauty product you couldn’t live without? Face Serums

Favourite place to travel? Antalya, Turkey

One piece of advice for aspiring founders? Don’t wait for perfect, just start.

You’ll learn far more by taking action than by waiting for everything to be perfect. Stay curious, be resilient, and build something that solves a real problem. Trends may bring attention, but purpose is what builds a lasting brand.dvice for aspiring founders?

Joy’s journey reminds us that some of the strongest beauty brands aren’t born inside boardrooms, but from years of experience, curiosity and a genuine desire to make life easier for others.

ByJoyAdenuga is proof that innovation doesn’t always mean reinventing beauty. Sometimes it simply means looking at an everyday challenge differently and having the courage to create a better solution.

As part of Darling Magazine’s Women to Watch | Beauty Founders series, Joy represents a new generation of founders building businesses with purpose, authenticity and longevity at their core.

What’s Next for By Joy Adenuga?

While Joy is understandably keeping details under wraps, she did give us a glimpse into what’s coming next for the brand.

“We’re currently working on our Christmas collection, which has now entered the testing phase. It’s something we’ve been developing behind the scenes for quite some time, so it’s incredibly exciting to finally see it coming to life.

I can’t reveal too much just yet, but what I can say is that we’ve completely reimagined the gifting experience. We wanted to create something that feels thoughtful, luxurious and even more exciting to receive, and we can’t wait to share it with everyone later this year.”

About Joy Adenuga

Joy Adenuga is an award-winning celebrity makeup artist, beauty educator and founder of ByJoyAdenuga. With more than sixteen years of experience working across editorial, television and celebrity beauty, she has built a reputation for professional excellence while creating innovative beauty tools designed for both artists and everyday makeup lovers.

Visit: ByJoyAdenuga