About Us
Welcome to Shine By SD Cosmetics! ✨
Shine By SD Cosmetics is a Black and Indigenous-owned luxury indie beauty brand, handcrafted in Halifax, Nova Scotia, Canada.
We create high-impact, vegan and cruelty-free makeup with intention. Every formula is thoughtfully made to be as gentle on your skin as it is uncompromising in performance, because ethics and excellence should always coexist.
Our Story
Founded in 2018 by Shanequa, Shine By SD Cosmetics was built at the intersection of artistry and formulation. What began as a love for lip gloss quickly evolved through a background in chemistry, colour theory, and years of hands-on experience as a professional hairstylist.
With a clear vision for bold colour and uncompromising quality, Shine By SD was created to deliver high-impact beauty products that feel intentional, expressive, and elevated, without sacrificing performance or care.
What Sets Us Apart
Shine By SD Cosmetics is a small, hands-on team focused on creating high-pigment makeup with intention. Our formulas are thoughtfully developed with sensitive skin in mind, without sacrificing intensity, performance, or finish.
Each product is crafted using pure pigments to deliver rich colour payoff and a luxurious feel, allowing every shade to stand on its own. From formulation to final details, quality and consistency are never an afterthought.
Trusted Worldwide
Shine By SD Cosmetics is proudly loved by customers around the world. We recently received a Shopify milestone plaque in recognition of over 10,000 orders, a reflection of the trust our community places in our products and our commitment to quality.
Quality first
From the beginning, Shine By SD Cosmetics has been built on intentional choices. We prioritize quality at every stage of production, pairing thoughtful formulation with an uncompromising approach to sustainability. The result is makeup that feels refined, performs beautifully, and aligns with our values.
Humble beginnings
Shine By SD Cosmetics began in a spare room, built by Shanequa with a clear vision and hands-on dedication. Every step of the process—from mixing and formulation to packaging and shipping—was done by hand, allowing the brand to grow intentionally from the ground up.
That foundation of care, precision, and persistence continues to shape everything we create today.
We’re incredibly grateful for every order and every customer who supports Shine By SD. If you share your looks online, tag #ShineBySDCosmetics for a chance to be featured.
