Sheika Daley is a Jamaican-born celebrity makeup artist celebrated for her radiant red-carpet artistry and innovative approach to beauty.

Her work has appeared in leading publications such as Vogue, Harper’s Bazaar, and GQ, and in campaigns for luxury houses like Valentino, Bulgari, and Lancôme. With a star-studded clientele that includes Taraji P. Henson, Zendaya, Beyoncé, Serena Williams, and Kelly Rowland, Sheika continues to shape the face of modern beauty and fashion.

Sheika’s journey from watching her mother work wonders with a single palette to shaping the looks of icons shows that beauty is never just about the products; it’s about presence, purpose, and standing unapologetically in your identity. Speaking with Sheika felt both inspiring and grounding – a powerful reminder that resilience and creativity are at the heart of progress in the beauty industry.

When I sat down with Sheika Daley, it was clear from the start that her approach to beauty is as much about empowerment as it is about artistry. Although a Jamaican-born US resident, Sheika truly embodies this year’s UK Black History Month theme, “Standing Firm in Power and Pride,” through championing representation in spaces where it hasn’t always been guaranteed. From the early days of mixing and adapting products to match deeper skin tones, to creating her own lash line and collaborating with brands to ensure inclusivity,

Sheika has turned challenges into opportunities – not only for herself but for countless others who see themselves reflected in her work. See our conversation below.

Where is home for you, Sheika?

I’m a Caribbean girl by birth. I was born in Jamaica, and no matter where life takes me, that island will always feel like home.

Was becoming a make-up artist something you always planned, or did it find you?

Artistry has been around me since I was young. I was in dance as a little girl, and I vividly remember my mother doing all of our makeup for recitals. She had this one palette and somehow managed to create unique looks for all of us girls. I thought she was superwoman. Later, once I got to college, I naturally became the go-to girl on campus for makeup. That’s when I discovered my true love for the craft, and from there, the journey took off.

The Fox Magazine celebrates inspiration — who or what inspires you most?

Women inspire me most. I’m blessed to be surrounded by multifaceted women that are graceful, classy, sexy, sophisticated, and educated, all in one body. Our beauty and presence can create cultural shifts, and that power inspires me every day. And of course, my biggest inspiration has always been my mother, an incredible Black woman who taught me everything I know about resilience, grace, and womanhood.

Walk me through your process: when you meet a new client, how do you decide the story you want to tell with their look?

When I work with a new client, I understand I’m there for a purpose: to be part of a transformation in their life. Whether they want to feel powerful, soft, sexy, or edgy, it’s always a collaboration. We begin with where they are now and build toward the vision they want to achieve. The beginning stages of creating a look with someone new are always exciting because they mark the start of telling a new story.

You’ve shaped looks for major cultural figures — can you tell us about the conversation and collaboration when creating a signature look for someone like Zendaya, Kelly Rowland or Serena Williams?

Every client is unique, but the foundation of my approach is the same: making sure they feel like the best version of themselves. We always start with the moment we’re creating for and build the look from there.

How does your approach differ between editorial, red carpet and film sets?

Editorial is where I get to play. It’s about artistry and experimenting. There are no rules, so you become your most creative self. Red carpet is about perfection and longevity. Clients start glam hours before stepping onto the carpet, and the look has to hold up under lights, cameras, and constant movement. Film is completely different, it’s character-driven. It’s about storytelling and continuity. Makeup has to feel lived-in and consistent from scene to scene. Each environment calls for a different skill set and approach.

Are there any techniques or product hacks you developed yourself that people might be surprised to learn?

I’m a lover of lashes. From the beginning of my career, I’ve customized every lash I put on my clients by cutting them, stacking them, or placing them differently because no lash fits everyone the same. That obsession with the perfect lash eventually led me to create my own brand, Elora Lane. It’s been such a joy to share my passion with others through lashes that truly elevate a look.

How has your identity informed the way you approach beauty and the industry?

Being a Black woman in beauty has shaped everything about my career. When I started, not every brand carried shades for us, so I had to be resourceful and creative. That taught me adaptability and made me a stronger artist. It also instilled in me a responsibility to advocate for representation on set, in campaigns, and in product development. When I partnered with Lancôme to create my eyeshadow palette Café Crush, inclusivity was at the forefront of my mind. I wanted to ensure everyone could use it, especially people who looked like me. I stand firmly in my power by making sure Black women see themselves represented in beauty at the highest level.

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