Amari Callista

Founder & CEO, Former Licensed Cosmetologist

After becoming a licensed cosmetologist in 2016, I was convinced that I wanted to be a hair stylist and salon owner, and needless to say, that didn't pan out for me. By 2018, I was a traveling makeup artist and lash tech, but after a year and a half, I wasn't complacent with where I was and decided I needed to pursue my entrepreneurial endeavors. I knew that I enjoyed helping others, especially my fellow women when it came to beauty, self-love, and confidence, and 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 6 beautiful lip gloss shades, with more on the way.

I've had a love for beauty since I was a little girl, and as an adult that love hasn't changed. As a black woman, and a woman who has struggled with acne since I was 10 years old (because puberty has no mercy) I wanted 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. With Amoré Beauty, I want to remind black and brown women to love who they are, the way they are, with a sprinkle of artistry because we deserve to love ourselves unapologetically.