OUR STORY

BELONGING BEYOND BEAUTY


Madeup Beauty is a celebration of inclusivity, rooted in realistic beauty standards. We believe the perfect lip shade exists for everyone, and no skin tone should ever be left behind. We encourage our clients to experiment with a wide range of colours and more importantly, to feel confident in all of them.

Founder, Shirley Ibe’s love for lipstick began where most beauty obsessions do – in her mother’s makeup bag. Shirley went on to have a successful career in health care before becoming a highly sought-after makeup artist having spent years learning from the best in the industry. She often found herself mixing multiple lip products and blending countless shades to create the perfect colours for her diverse clientele. Tired of using 5 different lipsticks to create the right hue, she launched Madeup Beauty in 2019. Combining trusted, clean ingredients with versatile and universally-flattering pigments, she believes in beautiful shades for all.

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HEY #MADEUPBEAUTIES


Shirley here!

I wanted to take the time to do a little reintroduction as this community continues to grow & blossom 🌸 

I founded Madeup Beauty while working as a professional makeup artist in Alberta, Canada. I've always been passionate about creating custom shades for my clients that celebrate the unique beauty of each individual skin tone.

As we know, melanin skin is not equally represented in most beauty products. Black women are so often overlooked and accustomed to swatching multiple shades to get the right mix of what works for them.

I found so much joy in seeing my clients light up when we achieved that perfect blue-red or their perfect nude lip they could just never find on their own. Madeup Beauty was born from that passion, a Black woman wonder brand with a mission to go beyond beauty and foster a sense of belonging and being seen.

I have had the absolute pleasure of working with a wide range of people including models, actresses and atheletes. I’ve also been privileged to learn from the best in the biz such as Scott Barnes, Mario Dedivanovic, Priscilla Ono and my all time favorite artist, Kilprity!

Every product I create is a testament to the powerful, confident Black women who inspire me daily. To everyone who has supported myself and Madeup Beauty from jump, thank you for being part of this incredible journey. Your love and feedback drives me to do better and be better every single day. It is the fuel this small business owner needs to keep pushing and growing my brand to new heights.

I truly hope you feel at home here and it is my hope that you come along for the ride. Here’s to empowering each other, embracing our unique beauty, and building a community where everyone feels they belong. 💖


With love,Shirley 💋

OUR DEDICATION TO CHARITY

BEAUTY THAT GIVES BACK


The best kind of beauty goes beyond skin deep. It embodies resilience, strength and most importantly courage. At Madeup Beauty, we believe beauty has the power to change lives.

This belief is what inspires Shirley, our founder and CEO, to create Beauty that Gives Back. With this initiative, we aim to make a real difference in the lives of our loved ones and communities. 

ELIJAH'S JOURNEY


Meet our little hero, Elijah. Elijah was born with three congenital heart defects. He’s undergone multiple open-heart surgeries, showing incredible courage each time. Despite the challenges, Elijah’s spirit and determination have been truly inspiring. Today, he’s a happy and thriving toddler who fills our lives with joy and keeps us on our toes.

Elijah will always need cardiologist care, but his journey is a testament to hope, strength, and the power of medical advancements. His story reminds us that every day is a gift and every heartbeat is a triumph.

The Stollery Kids and Heart Beats


In celebration of Heart Month, every February we proudly contribute a portion of our sales to support The Stollery Kids and Heart BeatsThese organizations are dedicated to funding vital research and providing essential care for children with congenital heart defects.

By choosing Madeup Beauty, you're not only selecting high-quality beauty products, you're also becoming a part of a compassionate community that strives to make a difference.

We take immense pride in championing this cause, and we extend an invitation for you to join us in spreading love and hope. Together, we have the power to help children like Elijah, lead healthier and happier lives.

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