Meet the founder
Hi, I'm Shanequa
Shanequa founded Shine By SD Cosmetics in 2018. The brand grew out of a love of lip gloss, a background in chemistry and colour theory, and years of experience as a hairstylist.
Our story
About Shine By SD Cosmetics
Shine By SD Cosmetics is a Black-Indigenous-owned indie beauty brand based in Halifax, Nova Scotia. We create unique, highly pigmented, colour-shifting eyeshadows, pigmented lip products, body care and more.
How we started
In Shanequa's words
Hear how Shine By SD began, told by Shanequa herself. Captions are included; press play for sound.
A milestone worth celebrating
10,000 orders and growing
In August 2025, we received our Shopify plaque celebrating 10,000 orders, and we've shipped even more since.
The work behind Shine By SD
The team behind Shine By SD
Shine By SD started with Shanequa, but it hasn't grown through her work alone. Team members and creative support have helped bring the brand to life, from production and packing orders to customer care, content and the website.
That shared work is part of every step, from the studio to the product photos and videos you see here.
How we make it
Pure pigment, made by hand
Our products are created with pure pigment for intense colour payoff and a luxurious feel. Here's a look at the workstation where colours are weighed and mixed.
In the studio
A closer look at the making
A closer look at colour taking shape in the studio. Watch green shimmer eyeshadow being piped into pans.
From our table to yours
Packed with care
Behind every parcel is time spent preparing, packing and adding the finishing touches. Here is a look at orders being packed, with packing slips ready to go inside. Every purchase means the world to us.
We're here to help
Thank you for getting to know Shine By SD. Whether you have a question about a product, need help choosing your next shade or want a hand with an order, we're here to help. Get in touch, we'd love to hear from you.