Whether it’s making celebrities beautiful before a music video or a photo shoot, or transforming the lives of teenage girls, make-up artist Deida Massey is living with purpose and passion.

Her passions have led her to an exciting career as a renown make-up artists for celebrities such as Michael Jordan and Michelle Williams (of Destiny’s Child fame), and founding Reel Beauty, a non-profit organization targeted at empowering the lives of inner-city teenage girls in Chicago.

“It’s been a journey. I’m seeing the fruits of my labor. It’s amazing. The progress and how it’s unfolded, that’s how I know it was ordained by God,” said Deida.

Her journey began at a young age, playing with her mother’s cosmetics and often practicing her artistic skills on her cousins. However, in spite of her love for make-up and beauty, Deida pursued a career in law (following in her grandfather, who was a judge’s footsteps), and soon after getting her degree from Loyola, started working for Cook County as a paralegal in the Public Guardian’s office. In this position, Deida was exposed to teenagers in the system that had either suffered from abuse from their parents, alcohol and drug abuse and poverty.

Deida soon became dissatisfied with the mundane routine of her 9 to 5 career and sought after her first love; make-up. She enrolled in a make-up school called Packaging Your Portfolio taught by Crystal Wright, and then became a part-time make-up artist. “I loved the adventure of it. It was different every day,” said Deida.

The next step for Deida was taking a leap of faith and making her part-time make-up stint a full time career.

“I began to know God didn’t want me to be just ordinary but extraordinary.” I tapped into that power, that gift. “A lot of times people don’t do what they love to do. When we do, that’s the God in us.”

After quitting her job with Cook County, Deida moved to L.A. and launched her career as a full time make-up artist working with celebrities like DMX, Bow Wow, Shane O’Neal (wife of Shaquille O’Neal), Ludacris, and The Roots.

But it was her desire to mentor and make an impact on the lives of teenage girls that led her back to the Chi in 2005. Combining her love for make-up, beauty, and empowering teenage girls Deida founded Reel Beauty Inc.

The program is designed for pre-teen and teenage girls between the ages of 11-18. The girls meet every Saturday for four weeks and participate in interactive workshops for the first three weeks; “Priceless Pearl”, “Diamonds in the Ruff,” and “Heart 2 Heart.” On the fourth Saturday, the girls who have attended all of the workshops are treated to a “Day of Beauty”, a day of pampering, make-up and a mini photo shoot.
During the workshops, the girls are encouraged to evaluate their self-worth, relationships with others, confidence building, and tapping into their inner-beauty.

Deida stressed the importance of teen empowerment programs such as Reel Beauty. Self esteem has become a crisis.” “In today’s society, you see girls getting into fights. Our youth have a lot of anger. There is so much violence, and it’s not even just a problem it’s an epidemic.”

“If we continue to have programs like this, I see teenagers transforming into powerful women beyond measure,” she said.

The most rewarding part of the job for Deida is when the girls show the desire to come back and participate in the whole program, on their own accord and not because someone forced them to go.
“At the end [of each workshop] we ask the girls, ‘Who’s Coming Back next week?’ I remember one of the girls saying ‘I’m coming back. I’m so glad I came. I have to be honest I didn’t want to be here’. We are doing something to make them want to come back for more.

“They have been through some unbelievable situations. Gangs, abuse, drugs. When you hear stories like that, you realize they need us. Not just programs, but effective programs.”

If the girls in her program get no other message from Reel Beauty, Deida wants one to resound with them: “You are beautiful inside and out. God doesn’t make any mistakes, no matter what someone tells you.”
In the future Reel Beauty has aspirations of becoming a national organization, with chapters in Detroit, DC, L.A. and other cities.

Reel Beauty will be hosting an All-star softball game and carnival, their second annual Fund-raiser July 12, 2009 at UIC.

For more information on Reel Beauty visit reelbeautyinc.com.