About Zeni Beauty

About Zeni Beauty Cosmetics

At Zeni Beauty® Cosmetics, we believe beauty is as unique as the women who wear it. Founded in 2005 by Minna Murphy, Zeni Beauty® is a mother-daughter owned and operated business dedicated to offering high-quality, customizable makeup products that celebrate individuality, empower confidence, and elevate natural beauty.

Our Story

As a 57-year-old African American woman who grew up in the public housing projects of Queens, New York, I’ve always understood the power of resilience and reinvention. After earning my associate degree in Marketing in my early 30’s and later completing a bachelor’s degree in Business Administration, I set out to create a brand that honors every woman’s journey and individuality.

For over 30 years, I’ve honed my craft as a licensed cosmetologist with advanced certifications in aesthetics, makeup artistry, and cosmetic formulation. My passion for beauty and empowerment inspired the creation of Zeni Beauty, a brand that offers more than makeup—it’s a platform for self-expression, individuality, and confidence.

Today, my daughter Alana DeMarco is the Creative Director at Zeni Beauty, continues this legacy alongside me. Together, we aim to redefine beauty standards and bring bespoke luxury to women everywhere.

What Sets Us Apart

Bespoke Customization
We believe beauty is deeply personal. That’s why Zeni Beauty offers Made-to-Order (MTO) and bespoke products that allow you to customize formulas and coverage to fit your skin tone, style, and unique needs. From custom foundations to multi-use blushes, every product is an extension of your individuality.

Commitment to Excellence
At Zeni Beauty®, "Only the Best Will Do" isn’t just a slogan—it’s our standard. Each product is handcrafted in small batches in the USA, ensuring impeccable quality and attention to detail. We use only high-quality minerals and ingredients to create makeup that not only enhances your natural beauty but nourishes your skin.

Cruelty-Free and Ethical
Our products are cruelty-free and made with sustainable, eco-friendly packaging, because beauty should never come at the cost of our values. We take pride in creating cosmetics that feel good on your skin and align with your ethics.

Timeless Elegance
Your favorite shades never go out of style at Zeni Beauty. Colors are never discontinued, and if you don’t see something you love, our custom blending services allow you to create your perfect match.

Why Choose Zeni Beauty?

  • Personalized Beauty: Custom-made cosmetics tailored to your needs.
  • Empowering Confidence: Makeup that enhances your natural features and helps you own your unique beauty.
  • Highly Pigmented & Buildable: Intense, long-lasting color with effortless application.
  • Eco-Friendly Commitment: Sustainable practices from ingredients to packaging.
  • Made in the USA: Proudly supporting local craftsmanship and quality.

Our Mission

Our mission is simple: to help you express your individuality through makeup that feels as personal as it is luxurious! Whether it’s through our Personalized Beauty services or our ready-to-wear Signature Essentials products, Zeni Beauty® is here to empower you to define beauty on your terms.

Thank you for choosing Zeni Beauty Cosmetics as your trusted source for bespoke, cruelty-free, and high-quality beauty solutions. Because your beauty is as unique as you are—and only the best will do!