Afia Agyeman is a mother, wife, makeup artist, and the founder of the Toronto-based cosmetics company Afia Beauty Cosmetics. In this SHIFTER Boss profile, SHIFTER editor-in-chief Kevin Bourne speaks to the Ghanaian-Canada founder about her journey as a beauty and cosmetics entrepreneur.
“I am a mother of two, and that role shapes how I approach everything I do….I understand the value of products that help women feel confident in the time they take for themselves.” -Afia Agyeman
Kevin Bourne: In a few words, tell us what you do.
Afia Agyeman: I build beauty experiences through intensely pigmented, quality-driven cosmetics that celebrate individuality.
Kevin: How long have you been in business, and why did you start it? What problem were you trying to solve?
Afia: Although Afia Beauty officially launched in July 2025, my journey in beauty spans over 20 years as a professional makeup artist. After working with hundreds of women, I witnessed a shift in the industry. Beauty was becoming increasingly trend driven and profit focused, and the emotional connection that once made it powerful began to fade.
I started Afia Beauty to restore that feeling and to solve a very real gap I experienced firsthand. As a makeup artist working primarily with women of color, I constantly saw the struggle to find products that delivered true color payoff. Shades that looked vibrant in the pan often fell flat on melanated skin tones. Women of color deserve rich pigment, intentional shade development, and uncompromising quality. They deserve to see the full impact of every color.
Afia Beauty was created to combine both purpose and performance. I wanted to create a high pigment, high quality cosmetics brand that performs beautifully, photographs beautifully, and most importantly make women feel confident and seen. This brand is about bringing artistry, inclusivity, and emotion back to beauty.
“As a makeup artist working primarily with women of color, I constantly saw the struggle to find products that delivered true color payoff.”
Kevin: When you first got this idea, who was the first person you told and why?
Afia: The first person I told was my husband. He has always been incredibly supportive, but more importantly, he is very realistic. He does not get swept away by ideas just because they sound exciting. He evaluates them with clarity.
I told him because I knew that if he understood the vision and believed in it, then it was not just passion speaking. It meant the idea had real potential. When he saw what I saw and was fully on board, it validated what I already felt deep down. That was the moment it shifted from a thought to a decision.
Kevin: What has been your biggest challenge so far as an entrepreneur?
My biggest challenge has been stepping fully into the role of founder, not just creative. As a makeup artist, I was used to mastering artistry and delivering transformation one client at a time. Entrepreneurship requires a completely different muscle. You are building systems, managing cash flow, navigating logistics, making high stake decisions, and carrying the weight of vision every single day.
Another major challenge has been entering a saturated beauty market during uncertain economic times. Launching a luxury cosmetics brand in July 2025 meant being intentional about every move. I had to ensure that Afia Beauty was not just another product, but a brand with depth, purpose, and exceptional quality that justified its place in the industry.
But that challenge has also sharpened me. It forced me to think long term, stay disciplined, and build with intention rather than ego. I have learned that entrepreneurship is not just about having a great idea. It is about endurance, clarity, and the willingness to grow beyond who you were to become who the business requires you to be.
Kevin: How does being a mother affect your approach to entrepreneurship and being a founder?
I am a mother of two, and that role shapes how I approach everything I do. It teaches me patience, resilience, and the importance of building something meaningful. I want my children to see that ideas can become reality with hard work and purpose. Entrepreneurship and family life both require dedication, and they have made me more intentional in how I build my legacy.
I understand the value of products that help women feel confident in the time they take for themselves. Beauty should be empowering and accessible, not complicated. I want to create cosmetics that celebrate individuality and help women feel seen, because self expression and confidence matter at every stage of life.
Kevin: What has been your biggest accomplishment so far?
Afia: After more than 20 years in the beauty industry, I turned an idea into a tangible brand in July 2025. We have participated in beauty expos and events where customers experience the products firsthand; where we receive authentic feedback, which has been incredibly rewarding. Watching women swatch the products and react in real time, when they feel the difference in pigment and quality is one of the most validating experiences. It reminds me why I started this journey and reinforces that high pigment and intentional product development truly matter.
“Building a brand is about more than formulas and sales. It is about impact and connection.”
Building a brand is about more than formulas and sales. It is about impact and connection. Hearing feedback directly from consumers and witnessing their genuine excitement when they experience the products has been a major accomplishment. Those moments confirms that, the brand is fulfilling its purpose and resonating with women in a meaningful way.
Kevin: What do you do on the days when you feel like nothing is working?
Afia: On the days when I feel like nothing is working, I go back to the fundamentals. I remind myself that building something meaningful is not linear. Some days are about progress, and other days are about persistence. Instead of chasing immediate wins, I focus on what I can control by showing up, refining, and learning.
I also step away when needed. Creativity and problem solving require space. A walk, reflection, or time away from the work often brings clarity. I return with a clearer mind and a renewed perspective.
Most importantly, I remind myself why I started. I created Afia Beauty to address a gap in the market, and to build products that deliver high pigment and quality for women. That purpose does not disappear on difficult days. It anchors me.
Kevin: Looking back at when you first started your company, what’s one thing you would do differently?
Afia: Looking back, one thing I would do differently is start before I felt completely ready. As creatives, especially as women, we often wait until everything is perfect before we move. I spent time refining, researching, and making sure every detail aligned with my vision. While that preparation was valuable, I have learned that clarity often comes through action.
Entrepreneurship taught me that you grow into the role. You do not wait to feel qualified. You build, you adjust, and you evolve. If I could speak to my earlier self, I would say trust your experience, trust your instinct, and move with confidence.
At the same time, I do not see delays as failures. Every year I spent as a makeup artist strengthened my understanding of pigment, performance, and what women truly need from their products. That foundation is the reason Afia Beauty launched with intention instead of impulse.
Looking back, one thing I would do differently is start before I felt completely ready. As creatives, especially as women, we often wait until everything is perfect before we move.
“Looking back, one thing I would do differently is start before I felt completely ready. As creatives, especially as women, we often wait until everything is perfect before we move.”
Kevin: And last but not least, where do you hope to see this company in the next five years?
Afia: In the next five years, I see Afia Beauty Cosmetics becoming a globally recognized luxury cosmetics brand known for exceptional pigment, uncompromising quality, and intentional shade development for women of colour. I want our products to sit confidently on shelves alongside industry leaders, not as an alternative, but as a standard.
Beyond retail expansion, I see Afia Beauty building a community rooted in confidence and self expression. I want us to host immersive beauty experiences, educational masterclasses, and curated events that bring women together and remind them that beauty is meant to feel empowering, not intimidating.
I also see innovation at the forefront. Expanding into complexion products thoughtfully formulated for deeper and diverse skin tones is important to me. Continuing to refine performance driven formulas that photograph beautifully and wear effortlessly will always be a priority.
Most importantly, in five years I want Afia Beauty Cosmetics to be known for how it makes women feel powerful, seen and represented.
To learn more about Afia Beauty Cosmetics, visit afiabeautycosmetics.com.
Kevin Bourne is SHIFTER’s editor-in-chief and Senior Arts & Entertainment Reporter focusing on film & TV, music, and fashion. He was named one of 340 international voters for the Golden Globe Awards and a Tomatometer-Approved Critic by Rotten Tomatoes.
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