By the time SUVA Beauty was running, Shaina already had years of experience in marketing, visual design, business and cosmetics. She studied foreign policy at university, worked as a journalist and marketing consultant in Cairo, was a film and TV makeup artist (for networks and companies like ABC, TSN, SportsNet, and Budweiser) and taught Makeup Artistry at Blanche Macdonald Centre in Vancouver. Shaina’s multi-faceted background gave her the upper hand in creating cosmetic products that specifically catered to Professional Makeup Artists.
SUVA Beauty’s first product was the 30-Shade Pro-Artist Palette. This palette, along with each of SUVA Beauty’s current eyeshadows, were designed with the artist in mind - buildable pigmentation, ease of bendability and colour creation - all qualities pro-artists adore. But despite being exclusive to pro-artists, SUVA Beauty’s high-grade products also attracted a wider audience.
Shaina quickly made adjustments to new developments. Consumers wanted more variety, ease of using products and the intense pigmentation and buttery shadows SUVA is known for! SUVA is now a hybrid of consumer friendly products like smaller pan sizes, more variety, and better education.
With that being said, Shaina always develops every product with the artist in mind - “whenever I develop anything new, I create it on its ability to perform. If it doesn’t meet my standards as a traditional artist, then the formula doesn’t move on to the next stage of development.”
