Makeup artist Sheika Daley’s penchant for art and beauty has led her to work in the beauty industry as a beauty consultant. A self-taught artist, Daley has worked with names including Nicki Minaj, Zendaya, Beyonce, Serena Williams, Kanye West, and Eva Longoria. Her work has appeared in magazines including Vogue, Harper’s Bazaar, Cosmopolitan, New York Times T Magazine, Latina, Essence, Ebony, Dazed, and Marie Claire.
She spoke to Nubobeauty ans this is what she had to say about her Beauty and Business.
Who were you trained by and how did that experience help shape your career?
I’m self-taught. I didn’t go to makeup or cosmetology school, it’s just something I’ve been doing for a long time. My earliest training came from my mom, she was a painter and as a little girl I watched her mix colors and hold a paintbrush. My mom taught me about primary colors, secondary colors and tertiary colors. Being self-taught shaped my career in the fact that since I wasn’t taught in a specific way I learned from every person I work with. For instance, if I worked Zendaya I had to create a look that worked specifically for her; it wasn’t a look that was taught to me and that I’m trying to re-create on her. The same goes with products and finding products that work with each individual clients. I customize the looks and products specifically for each client. I may carry five different moisturizers because if I have five different clients and they all have different needs I have to make sure I have what’s going to work great for them. I’ve also done a lot of research into different products – how they work and don’t work. Because of the fact that I didn’t have an example sheet or ever learned a certain way of doing it, I’m still learning as I’m go. There will be clients and skin I haven’t worked with before. When that happens I have to adjust and make sure I have the right things specifically for them and can do what needs to be done to give them their own signature look.
Who inspires you?
I’m inspired by many different things, not just people. However, the people who have inspired me are people like Pat Mcgrath, who I absolutely adore and love, Kevin Aucoin, Sam Fine, I’ve grown up watching his work and trying to figure out his different techniques, Billy B is someone I’ve looked up to for a long time, Dick Page and Kabuki. Throughout my career I’ve been able to meet some amazing makeup artists. I’ve seen Mally Roncal, Danessa Myrick’s journey from the beginning and I’m currently watching how they’ve transitioned into household names I’ve been inspired by not only by their work but by their journey, tenacity, drive and will to keep going. People like that have helped me continue to grow and never give up.
Can you tell us about your business and future plans?
My business is always makeup. I’m currently the creator and founder of Elora Lane Beauty along with Kelly Rowland. We’ve developed a beautiful lash line with synthetic and cruelty free mink lashes. Lashes and makeup are a true passion of mine. There are a few things I’m working on a few things that I’m not privy to discuss at this time. I also look forward to Elora Lane coming out with some great things I think the makeup world is missing right now. My future plans, given where the world is at, are just to get out of the house! I want to touch people again! I would love to do more education and classes. I love touching my students, feeling them and their energy and answering their questions. Of course having a makeup line is something I would love to create. Elora Lane is also coming out with some new products at the end of the year so you can look forward to that!
Zendaya at the Met Gala 2019
This look for Zendaya was inspired by Cinderella. Daley aimed for a fresh, fairytale whimsical makeup look with soft, subtle eyes. She applied Tente Idole Ultra Long Wear Foundation and Long Time No Shine Loose Setting Powder, which created velvety smooth skin. She added Le Monochromatique in Petit Bisou to mimick Cinderella’s signature rosy cheeks. She defined brows with the Brow Shaping Pencil. Daley wanted to create dimension with eyelashes using Elora Lane Lashes, Artliner Precision Felt Tip Liquid Liner, and Monsieur Big Mascara.