Deida Massey

After a successful career in law, Deida Massey took a leap of faith in 2002 and headed to Los Angeles to pursue her true passion: the beauty and makeup industry. While living in LA, Deida quickly ascended to become one of the most sought after makeup artists in town working on numerous commercials, music videos, TV productions, editorials, personal appearances and fashion shows.

In 2004, she started Reel Beauty, an organization that assists at risk urban girls. Deida is also the founder of Bixa Beauty, which helps fund social change for women through her all-natural, clean, vegan, and smudge-proof Lip Whips.

What was the biggest lesson you learned from 2021?

The past year (well, actually two!) have been anything but predictable. I've learned that to succeed in anything you do, you have to let go of trying to control everything and trust your instincts. Launching Bixa Beauty during the pandemic may not have been my initial vision, but it's been incredibly successful despite the obstacles and challenges we faced. In business and life, we have to accept, adapt, and roll with what comes our way.

How are you preparing for 2022?

I'm so excited for 2022! My team's been hard at work on exciting new launches for Bixa Beauty and expanding our all-natural Lip Whips into more markets across North America. I'm also looking forward to helping more at-risk young women through my non-profit, Reel Beauty.

What advice would you give other female founders that are looking to create big success in 2022?

My biggest advice is to remove whatever or whoever isn't lifting you up, encouraging you, or hindering your growth. This can be people, commitments, or even your own negative self talk. As women, we can easily fall into the people-pleasing-trap -- but life is too short to live your life for someone else. In those moments of hardship, you'll need a strong foundation of friends, family, and colleagues to support you. Build your community with the right people and cut out anything else that brings you down. It's your year to shine!

What’s your 2022 mantra?

A positive mind returns positive outcomes. My instinct will guide me to new heights.