Deida Massey.

A passion with purpose.

Raised in Chicago's Roseland community, Deida Massey experienced the impact of community violence at an early age. Those experiences inspired her commitment to helping young people see their potential and make positive choices.

Deida earned a Master's of Jurisprudence in Child and Family Law from Loyola School of Law. At the Cook County Public Guardian's Office, she advocated for abused and neglected children and supported teens with independent-living and social-emotional skills.

Her love of makeup led her to pursue a creative career in Los Angeles in 2002. In 2004, the vision for Reel Beauty brought together her two passions: makeup artistry and empowering youth. She returned to Chicago in 2005 to implement the curriculum.

In 2011, that mission reached Mwanza, Tanzania. Deida continues to champion girls' confidence, self-worth, and opportunity through Reel Beauty.

Deida also serves as Vice Chair of Coalition on Urban Girls, supporting its vision of a society in which all girls are well.