About Us

Amari Callista

Founder & CEO, Licensed Cosmetologist

I've had a love for beauty since I was a little girl, and as an adult that love hasn't changed. As a woman who has struggled with acne for over a decade, during my teenage years I felt the need to find a way to conceal my blemishes, but still enhance my natural beauty so that I could feel better about myself. Acne can eat away at your self esteem, and as I began wearing makeup, I never wanted to make myself look like anyone but me – just an "enhanced" version of myself with less visible acne.

After becoming a licensed cosmetologist in 2016, I was convinced that I wanted to be a hair stylist and salon owner, but needless to say, that didn't pan out for me. By 2018, I was a traveling makeup artist and lash tech, and after a year and a half, I still couldn't figure out why it didn't feel like that was what I needed or even wanted to do. I knew that I enjoyed helping others, especially my fellow women when it came to beauty, self-love, and confidence; after a lot of trial and error, and MANY prayers, Amoré Beauty was created in March 2019. We began with false lashes, but now we have beautiful lip glosses meant to flatter EVERYONE, especially black and brown beauties. With Amoré Beauty, I want to remind myself and other black and brown women to love who we are, the way we are, because we deserve to love ourselves unapologetically.