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Emerging Beauty Brand Winner: Joy Adenuga
Joy Adenuga is a multi-award winning, London-based Makeup Artist, Beauty Expert and Educator, honing in on over a decade in the industry, renowned for being a ‘melanin specialist.’ She has worked on global advertising campaigns for Google, Cantu Beauty, Kelloggs, Unilever, Lisa Eldridge Beauty, BBC and more, to hosting teaching Events with brands like Tom Ford, Bobbi Brown, Smashbox Cosmetics (to name a few), to transforming brides on their special day, alongside extensive media coverage. She has also sat as a jury member at the BAFTAS for Makeup & Hair Design 2019/2021, and as a judge at both The ASOS Beauty Awards and The Wedding Industry Awards.
"Makeup to me isn't about covering up so-called imperfections and pretending to be someone you're not. It's about self-expression. It's where science meets art. Its freedom to enhance natural beauty and design something that can never be replicated again as it's perfect for that special moment, that picture, that campaign.
Clients will always feel in safe hands because of the customer service I like to offer. There is a trust that goes with a person submitting their face for me to work on so I always apply my best techniques on their canvas as a way of saying thank you.
Over 12 years in the industry has allowed me to meet thousands of people, teach hundreds of students and work across Commercial/Advertising, Celebrity, Editorials, Bridals and more. I have grown in my skills and developed new techniques which I’m super excited to share whenever I get the opportunity.
I love what I do because I help people find their inner confidence. Helping them see their beauty that already exists and bringing that confidence out. This is what drives me and motivates me everyday. It's cheesy, I know, but I'm lucky enough that I can continue spreading that Joy.