About Zeni Beauty

Where legacy meets luxury—and beauty becomes deeply personal.

Our Philosophy

At Zeni Beauty®, we believe that beauty should never be generic. It should be intentional, artful, and made for you. Originally founded in 2005 as Makeup Mixology Inc, Zeni Beauty continues the artisan tradition of small-batch, handcrafted cosmetics—refined through decades of hands-on expertise and built on a foundation of family, craftsmanship, and care.

My Story

I fell in love with makeup at the tender age of nine, captivated by the transformative power of color, texture, and expression. By my early twenties, I was working as a freelance makeup artist and hairstylist for print media, feature films, and music video productions—creating full looks that had to perform under pressure and on camera.

It was on those sets that I began custom blending foundation to match the diverse range of skin tones I worked with—long before custom beauty became a trend. I called that first venture BackStage Cosmetics, a nod to the fast-paced, behind-the-scenes world where artistry met innovation out of necessity.

As my passion deepened, I pursued formal training in cosmetology and earned advanced certifications in esthetics, makeup artistry, and eventually cosmetic formulation. I also worked with industry icons like MAC Cosmetics and Estée Lauder, further refining my craft and understanding the emotional impact of well-made beauty products.

In 2005, I officially launched Makeup Mixology Inc, a boutique brand focused on small-batch, handcrafted color cosmetics. It was born from everything I had learned—from the sets, the salons, and the science of skin. That legacy continues today as Zeni Beauty®, a brand that elevates personalized beauty into a luxury ritual.

My daughter Alana joined the business later on, bringing her own creative vision and strategic insight. As our Creative Director, she helps guide the look and feel of Zeni Beauty while staying true to its artisanal roots.

What Sets Zeni Apart

  • Tailored Products, Never Discontinued
    Our artisan-crafted formulas are designed for real life, made to order, and always available.

  • Handcrafted in Small Batches
    We proudly produce in the USA using clean, high-performance ingredients and timeless techniques.

  • Custom Complexion Services
    With our personalized consultations and Match-Me Kits, your foundation is formulated for you—no guessing, no settling.

  • Elegant, Everyday Color Collections
    Curated to enhance your natural features and designed for effortless beauty that transitions from day to night.

  • Sustainable, Ethical Luxury
    Cruelty-free, refillable, and recyclable packaging, because beauty should align with your values.

Our Mission

Zeni Beauty was created to help you show up in the world exactly as you are—powerful, polished, and unforgettable. Whether you're starting your journey with custom complexion products or finding your signature lip shade, Zeni exists to offer you beauty that fits your life, your tone, and your essence.

Because when it comes to your beauty, only the best will do!

Meet the Founders

Minna Murphy
Founder & Chief Formulator
A licensed cosmetologist in NY and CT, certified makeup artist, and cosmetic formulator, Minna brings over three decades of hands-on industry experience. Her work spans editorial, film, and luxury retail—including roles with MAC and Estée Lauder. She leads product development at Zeni with a focus on performance, customization, and skin-first innovation.

Alana DeMarco
Creative Director
With a background in business and supply chain logistics, Alana lends her creative eye and operational expertise to every product launch, color collection, and design detail. She began working alongside her mother after completing her studies and continues the brand’s legacy of elevated beauty.