Founder

Deida Massey

Prior to pursuing her dream of being a makeup artist in the beauty, fashion, music and entertainment industry, Deida obtained a Master’s of Jurisprudence from Loyola School of Law in Child and Family Law. While in school, Deida worked as a paralegal for the Cook County Public Guardian’s Office in Chicago, Illinois.During the day she advocated for abused and neglected children as a paralegal, but her love for makeup led her to moonlight as a makeup artist at night and on the weekends. In fact, it didn’t take her long to trade in her cushy, nine-to-five job for a more creative and rewarding career in makeup artistry. She took a courageous leap of faith, left the Windy City and moved to Los Angeles, CA in 2002. In 2004, Deida’s vision to create Reel Beauty manifested while living in LA. She then decided to bridge the gap between her love and passion for makeup artistry and helping young women. Today Deida Massey is the Founder and Executive Director of Reel Beauty, Inc – an organization that assists at risk urban girls. “We teach them to value themselves and empower them with self worth, self-esteem and self confidence so they will be productive citizens within their environment. We do that by offering 10 activity-based workshops designed to help these young women resolve the problems they struggle with day to day.” Deida realized how detrimental the messages in today’s music, culture and media portrayal were. “I wanted to do something to combat all the negativity.”

Reel Beauty not only made inner city girls feel beautiful and more self-assured, but also equipped them with tools to help them succeed in life. Deida knows what she’s talking about because she’s been there. Having lost her father tragically when she was five years old, she struggled in her teen years. “I reluctantly admit that I was a handful as a teenager. I was always in trouble and struggled in relationships with boys. I was searching but wasn’t quite sure what I was searching for – it wasn’t until years later, as an adult, that I understood God is all I needed and didn’t need to find validation in the eyes and arms of others.” To date along with a dedicated team of consultants, board members, RBI alumni and volunteers, Reel Beauty, Inc. has mentored upwards 500 girls.Their outreach in the community has impacted the lives of young girl’s throughout the city of Chicago. As a result, they have landed partnerships with: Chicago Public Schools, Girl Scouts of Greater Chicago and Indiana, University of Chicago Project’s Exploration, The Nellie Prather Foundation, Roosevelt University Gear-Up Program, Brand Jordan, The Colorox Foundation, Clear Channel Communications and Louis Vuitton to name a few. In June 2011, Reel Beauty launched their international program in Mwanza, Tanzania. “This initiative is a dream come true for Reel Beauty. We are impacting young girls’ lives internationally.”According to Deida, Reel Beauty is my way of giving back. So compassionate and self-less Deida says, “I am committed to Reel Beauty, Inc. because it is my ministry- it is my assignment. It is not something I do for notoriety or because it sounds good; I do it because I realize “you must be the change you wish to see in the world”. “Therefore, that change starts with me.”