Onbrand

I’m Anifa, the founder of IRL Makeup, a platform dedicated to improving how consumers experience shade matching and complexion products in real life. My background spans both retail and corporate roles within the beauty industry, from working on the shop floor at Ulta, Sephora, and Boots in the UK to supporting global brands behind the scenes. Through these experiences, I’ve worked directly with a wide range of customers and saw firsthand how often the industry falls short, especially for those with deeper or underrepresented skin tones.

That’s what led me to start IRL Makeup. I’ve always been passionate about making beauty more accessible, inclusive, and actually functional in real life, not just online. Through my platform and independent research, I highlight gaps in the current retail experience, from missing testers to inconsistent shade ranges, but more importantly, I’m focused on building solutions. Whether it’s through content or in-person experiences, my goal is to create spaces where people feel supported, confident, and truly seen when discovering complexion products.