Joy Adenuga is a renowned celebrity makeup artist, educator, and founder of By Joy Adenuga, a luxury line of vegan, cruelty-free brushes.

With over a decade of experience, Joy has worked with some of the world’s most recognisable names including Naomi Campbell, Cynthia Erivo, Pink Pantheress, Hailey Bailey, and Golda Roshevel (Queen Charlotte). Celebrated for her signature flawless skin techniques and her ability to enhance beauty across all skin tones and textures, Joy has become a sought-after artist for red carpets, film and TV, bridal, and global campaigns. Her passion for excellence and inclusivity inspired her to create By Joy Adenuga, a brush line designed to give both professionals and everyday makeup lovers the tools to achieve seamless, elevated results.

Through her artistry and brand, Joy continues to champion representation in beauty – helping clients feel empowered, confident, and timelessly beautiful.

We had the pleasure of interviewing Joy Adenuga, award-winning makeup artist, educator, and founder of the By Joy Adenuga brush line. Joy’s work is rooted in both creative excellence and meaningful representation.

In a year when the UK Black History Month theme is “Standing Firm in Power and Pride,” Joy’s journey feels especially resonant. I sat down with Joy to explore how she first found her path in makeup, the moments that defined her career, and how she continues to balance artistry, business, and purpose. Together, we unpack how By Joy Adenuga is more than just tools, rather, a statement of inclusion, empowerment, and standing proud, so that every person she collaborates with feels seen, confident, and radiant when they look in the mirror.

So Joy, how did you first get into makeup, and which moments or opportunities shaped your career?

I first got into makeup out of pure curiosity and a love for transformation. From an early age, I was fascinated by how makeup could enhance features, tell a story, and give people confidence. What began as experimenting on myself and friends soon grew into a deeper passion for artistry.

Several defining moments shaped my career. One was training and building my skills until I felt confident working on a diverse range of faces, tones, and textures. This opened doors to working with a range of high-profile clients. Another pivotal moment was being trusted to create looks for major campaigns and celebrities; those opportunities not only validated my craft but also pushed me to keep evolving. And of course, launching my own brush line was a milestone that tied everything together: combining artistry, experience, and the desire to give both professionals and everyday women tools that truly make a difference.

Walk us through a typical workday. How do you juggle celebrity bookings, teaching, running your brand and finding downtime?

No two days are ever the same, but that’s part of what I love. A typical workday often starts very early, especially if I’m heading to a set or preparing a celebrity for an event. I’ll spend a few hours focused solely on my client, making sure every detail is perfect and that they feel confident before stepping out.

On days I’m teaching, my mindset shifts; I’m thinking about how to break down techniques in a way that feels approachable and inspiring. I love sharing knowledge because it keeps me connected to the next generation of artists.

Then there’s the business side, running my brush brand. That can mean reviewing new product samples, working with my team on launches, or creating content that shows people how to get the best out of their brushes. It’s a completely different hat to wear, but just as rewarding.

Downtime is something I’ve had to learn to protect. For me, it’s about balance, whether that’s spending time with family, recharging quietly at home, or simply switching off my phone for a while. Juggling everything isn’t always easy, but when you truly love each part of what you do, it feels less like work and more like a fulfilling life.

By Joy Adenuga grew from your professional experience. How did your celebrity and brand work influence the tools you created, and what should our Fox readers consider when choosing their own makeup tools?

By Joy Adenuga really grew from my years of hands-on experience as a makeup artist. Working with celebrities taught me that tools make all the difference when you’re under pressure and every detail matters, your brushes have to perform flawlessly. I found myself wishing for brushes that were intuitive, easy to grip, soft yet precise, and worked beautifully across different skin tones and textures. That gap is what inspired me to create my own line.

Every brush in my collection is designed with real artistry in mind; vegan, cruelty-free, and crafted to deliver professional results whether you’re on a red carpet, a set, or simply doing your own makeup at home.

For Fox readers, my advice is: invest in quality over quantity. You don’t need a hundred brushes; you need a carefully curated few that can multitask and give you a seamless finish. Look for tools that feel comfortable in your hand, that pick up and blend products effortlessly, and that work just as hard for everyday makeup as they do for a full-glam look. When you have the right tools, your makeup routine becomes easier, quicker, and much more enjoyable.

When you’re asked to create a “timeless” look for a red carpet, wedding or campaign, what core elements do you always return to, and can you talk us through a recent example?

When I’m asked to create a timeless look, I always return to a few key elements: flawless skin, soft definition, and balance. Skin is always the canvas, so I make sure the base looks fresh and seamless, never heavy. Eyes are defined in a way that enhances, not overwhelm, and lips are chosen to complement rather than compete. It’s about creating harmony so that, years from now, the look still feels elegant and relevant.

A recent example was a red-carpet event where my client wanted something classic but with presence. I focused on luminous, even-toned skin, paired with softly sculpted eyes using neutral tones that photograph beautifully. I finished with a defined yet understated lip. The result was chic, confident, and completely timeless; a finished look that allowed her personality to shine without the makeup taking centre stage.

You’ve worked across many skin tones, textures and profiles. How do you help someone embrace their natural beauty and leave feeling confident? Are there particular techniques or conversations you rely on?

For me, makeup has never been about masking – it’s about enhancing what’s already there. I always start with a conversation, asking clients how they like to see themselves and what features they naturally love. That dialogue sets the tone, because makeup is deeply personal, and when people feel listened to, they immediately feel more at ease.

Technically, I pay close attention to skin prep. Healthy, well-prepared skin brings out the best in any look and makes the makeup feel like an extension of the person, not something sitting on top. I also tailor my approach to each individual, whether that’s choosing undertones that complement their complexion, using textures that flatter their skin type, or adjusting techniques to highlight their unique features.

Ultimately, my goal is for every client to look in the mirror and still see themselves just the most confident, elevated version. That feeling of recognition and empowerment is what makes makeup truly transformative.

Fox Magazine is all about inspiration. Who or what inspires you most in your work, and why?

What inspires me most is people. Every face tells a different story, and I’m constantly inspired by the diversity of features, tones, and personalities I get to work with. I love the challenge of bringing out someone’s individuality rather than giving everyone the same look – it keeps my artistry fresh and exciting.

I’m also inspired by women who are unapologetically themselves, whether that’s a celebrity client stepping onto the red carpet with confidence, or a bride seeing herself in the mirror and glowing from within. Those moments remind me why I do what I do: makeup is about self-expression, confidence, and celebrating who you already are.

And of course, I find inspiration in everyday life, fashion, art, photography, even textures and colours in nature. All of these feed into my work and push me to keep evolving as an artist.

“Standing Firm in Power and Pride” is this year’s UK Black History Month theme. Who or what do you feel you’re standing with or standing for in your career. Additionally, can you tell us about a time that felt like a proud breakthrough moment?

For me, “Standing Firm in Power and Pride” means standing with and for representation. As a Black woman in the beauty industry, I’ve always felt a responsibility to show that artistry knows no boundaries – every skin tone, every face, deserves to be celebrated and catered to with the same level of excellence. I stand for inclusivity, both in my work as a makeup artist and through my brand.

One of my proudest breakthrough moments was seeing my makeup brushes—something I had dreamed up, designed, and developed—being used not just by me, but by other artists and everyday women who felt the difference they made. That moment was bigger than me; it was proof that we can create lasting change and take up space in an industry where our voices and innovations haven’t always been heard. It felt like standing firmly in both power and pride.

What practical steps would you recommend for building a cohesive Instagram feed that shows a person’s work and stays true to their brand?

The key to a cohesive Instagram feed is clarity and consistency. Start by defining what your brand stands for: polished glamour, natural beauty, or bold creativity and let your brand ethos guide every post.

Practical steps I recommend:

• Plan your grid – Use planning apps to see how posts will look together before publishing. This helps maintain balance in colours, textures, and layouts.
• Stick to a visual language – Consistent lighting, editing style, and colour palette go a long way in making a feed feel unified.
• Show your range, but stay on brand – Mix in behind-the-scenes, tutorials, or client transformations, but make sure each post still reflects your aesthetic and values.
• Quality over quantity – It’s better to post less often and maintain high standards than to fill your feed with inconsistent content.
• Add your voice – Captions and stories are where personality shines through. That’s how followers connect with you, not just the visuals.

Most importantly, don’t chase trends at the expense of your identity. A cohesive feed should feel like a reflection of you and your artistry, not a copy of what everyone else is doing.

Do you have a favourite makeup motto or a phrase you live by?

“Blend until it becomes seamless” has become both a makeup philosophy and a life lesson for me. In artistry, it speaks to the importance of patience and precision, you can have the best products in the world, but it’s the blending that creates a flawless finish. Seamless blending allows makeup to look effortless, polished, and timeless.

On a deeper level, it’s also how I approach my career and personal life. Just like makeup, life requires balance blending the different roles I play: celebrity makeup artist, educator, brand founder, and mother. Nothing feels disjointed when it’s blended well; it flows together harmoniously.

That idea of seamlessness is what I want for my clients too – that when they look in the mirror, they don’t see “makeup,” they simply see themselves, elevated and glowing with confidence.

Let us know one thing about you that would surprise people?

One thing that surprises people is that, despite working in beauty, I absolutely love going makeup-free on my days off. My job is so much about creating polished, flawless looks for others, but when I’m at home or having downtime, I reach for skincare instead of makeup. For me, it’s about letting my skin breathe and enjoying that natural reset. It also keeps me connected to the idea that beauty isn’t just about products – it’s about feeling comfortable and confident in your own skin.