Welcome to another edition of Small Shop Spotlight! If you’re new to this series, check out the introduction post here! Today we are back with a beauty brand I’ve been fond of for quite some time, Makeup By DNA!. I first discovered them on Instagram when they created dupes for the Kylie Cosmetics Liquid Lipsticks.

Small Shop Spotlight | Makeup By DNA

The creators behind Makeup By DNA, Danielle and Anthony, were kind enough to take some time and answer a few questions for us! Let’s dig right in and get to know them and their brand a bit more. PS: Be sure to check out other editions of Small Shop Spotlight here!

If you’re a small shop that wants to be featured on Small Shop Spotlight, send over an email at <[email protected]> and let’s chat!

Makeup By DNA offers a wide range of lip products that are cruelty free and  made in the USA. They create matte and shimmer matte liquid lipsticks, lip glosses, lipsticks, and clear lipsticks as well! They also introduced something totally brand new to their collection not too long ago – Lip Paint Kits! These kits allow you to create your own custom lip color in their amazing liquid lipstick formula! Each kit cost $29.50 and is available in 5 different color schemes. Kits come with 5 lip shades, glass jar, crystalline wand, syringe, empty lipstick case with wiper and brush, and a pair of nitrile gloves infused with Vitamin E and A.

Small Shop Spotlight | Makeup By DNA

How neat is this kit?! The color schemes available are Back 2 Basics, Perfectly Nude, Earth Tones, Night Fall, and Simply Classic.

I love that that these kits are in their ever so loved liquid lipstick formula – it’s definitely one of my favorite formulas of all time! They’re incredibly comfortable and pigmented! I LOVE the shade Carpe Diem, it’s the perfect everyday shade for me! I’ve actually gone through 2 tubes of this already, that says a lot since I rarely go through lip products.

Small Shop Spotlight | Makeup By DNA

Let’s jump right in to the interview!

Let’s start with an easy one – tell us a bit about yourself!

DNA was started by Danielle and Anthony. Danielle with her love of makeup and Anthony with his creativity for formulating new products helped develop our line of lip products. We started with an Etsy store front since we hand make all of our products. This past year we have expanded our marketplace to our own website (www.makeupbydna.com) and also Amazon to create more avenues for customers to be able to find our brand. This year we are not only looking to create more lip colors but to branch out and design new face products too!

What made you want to create your own brand?

We had a vision to create a beauty line that was affordable but a high quality product.

Is there a special meaning behind your company name?

It is the first initial of both of our names- Danielle N Anthony!

When did your company first launch and with what product?

We launched in 2014 on Etsy with Lip Products.

What products do you currently offer and do you have a favorite?

We offer Liquid Lipsticks (Shimmer and Matte), Traditional Lipsticks, Lip Glosses, Flower Lipsticks, and Galaxy Glow Glosses. My favorite everyday GO TO color is our liquid lipstick in Rebel Rose.

Are there any special items in the works right now? *wink wink* *nudge nudge*

We are currently working on a Lip Paint Kit where you will be able to create your own customized liquid lipstick color. We are going to have different kits to make different types of colors. We also plan to demonstrate how to develop your own colors on Instagram! We are also in the works on trying to branch out from just lip products!

What is your best selling product and did you expect it to be a best seller? Or had you thought that spot would be taken by another product?

Our most popular shade is Dirty Secret! I did expect this color to be a best seller because it is the ultimate nude. It seriously looks different on everyone but still compliments everyone I see it on.

What’s the biggest challenge you faced starting your own company?

Our biggest challenge is just trying to get our brand out there and to have people notice our products. We also receive wonderful feedback, but find it difficult to compete with some of the big name companies.

If you had to name three positive outcomes that came from creating your own brand, what would those be?

Freedom to be creative, meeting lots of new people and being able to help everyone feel beautiful with our products!

Last but not least, what would you say is your biggest achievement to date with your brand?

It was just a dream that we had to make our own cosmetics, and it’s amazing that our dream is now a reality. We can’t wait to continue working and creating new products!

I hope you enjoyed getting to know more about Makeup By DNA and the creators, Anthony and Danielle, as well! I am so thrilled to hear they’ll be branching out to face products as well! Fingers crossed for some highlighters!

Have you tried any products from Makeup By DNA? If so, share your favorite shades and products below!

Are you a small shop owner that wants to be featured on Glamour and Giggle’s Small Shop Spotlight? We share brands every other week, and it’s completely free! Email me at <[email protected]> with the subject as “Small Shop Spotlight” and I’d be ecstatic to work with you!


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