About Jaydeen

Jaydeen spent years behind the scenes as a makeup artist, working across film, TV, and fashion: perfecting looks under studio lights, camera lenses, and the kind of scrutiny that leaves no room for products that don't perform.

It was 2020, mid-lockdown, when frustration turned into invention. Every lip liner Jaydeen owned let her down in the same ways: fading fast, sitting cakey on the lips, never quite matching her natural lip tone. So she turned to what she knew best. Drawing on years of hands-on knowledge of ingredients and colour theory, she formulated something new entirely from scratch: a liquid lip liner stain designed to overline and reshape the lips, without ever looking obvious or heavy.

It started as something just for her. Then friends wanted one. Then their friends. Eventually, almost as an experiment, Jaydeen decided to sell a small batch just to see what would happen.

What happened was extraordinary. Within weeks, the product had spread far beyond her circle. Demand exploded online, and Jaydeen found herself hand-making the formula in even bigger batches, filling bottles, applying her own logo stickers, and packing hundreds of orders a day every single day, just to keep up with the demand. 

She made the leap many only dream of: she quit every other job to build this full-time. What began as one woman formulating in her bedroom has grown into a brand with a full team behind it, sharing Jaydeen's vision and helping bring it to life at scale.

From backstage artistry to founder of a fast growing beauty brand, Jaydeen's story is proof that the best products are born from genuine frustration and the courage to solve it yourself.