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 shadows were designed with the artist in mind - with larger pan sizes (36mm in diameter and 4 grams to be exact!), deeper pigmentation and ease of bendability and colour creation - all qualities Pro-Artists adore.
When formulating SUVA Beauty’s signature butter shadows, Shaina aimed for “a high quality, pro-grade brand that everyone could use.” She worked through plenty of sample batches and encountered countless sleepless nights. The result? Shadows with a built-in primer that delivers intense pigmentation! Features like this placed SUVA Beauty amongst industry leaders and recognized by Academy Award, Emmy-Winning and Industry Leading makeup artists such as Kevin James Bennett, Joel Harlow, and Jon Hennessey. These features also gave birth to the distinguishable “#SUVASwatch” hashtag on Instagram. But despite being exclusive to Pro-Artists, SUVA Beauty’s high-grade products also attracted a wider audience.