Our Story
Where legacy meets luxury—and beauty becomes deeply personal.
Zeni Beauty® is a founder-led luxury cosmetics house devoted to one belief: beauty should never be generic. It should be intentional, artful, and made for you.
We create small-batch color cosmetics and personalized complexion services designed to help you show up polished, powerful, and unmistakably yourself—every day, and in every room.
Our Philosophy
At Zeni Beauty, we believe every woman deserves a match that honors her tone, her undertone, and her presence. That means no guessing. No settling. No “close enough.”
We approach makeup the way a couture atelier approaches fit: with precision, refinement, and respect for individuality. Whether you begin with our Signature Shade Match path or step into true custom blending, the goal is the same:
A complexion and color story that looks like you—only elevated.
Our Story
I fell in love with makeup at nine years old, captivated by the power of color, texture, and transformation. By my early twenties, I was working as a freelance makeup artist and hairstylist for print media, feature films, and music video productions—creating looks that had to perform under pressure and on camera.
It was on set that I began custom blending foundation for the diverse range of skin tones I worked with—long before custom beauty became a trend. That first venture was called BackStage Cosmetics, a nod to the behind-the-scenes world where artistry meets innovation out of necessity.
As my passion deepened, I pursued formal training in cosmetology and advanced certifications in esthetics, makeup artistry, and cosmetic formulation. I also worked with industry icons including MAC Cosmetics and Estée Lauder, refining my craft and deepening my understanding of the emotional impact of well-made beauty.
In 2005, I officially launched Makeup Mixology Inc., a boutique brand focused on small-batch, handcrafted color cosmetics. That legacy continues today as Zeni Beauty® a modern luxury house devoted to bespoke beauty, elevated rituals, and exceptional craftsmanship.
My daughter Alana later joined the business, bringing her own creative vision and strategic insight. As Creative Director, she helps shape the look and feel of Zeni Beauty while honoring its artisanal roots.
What Sets Zeni Apart
Made for You—Not the Masses
From shade selection to formula finish, every detail is designed to complement real skin, real life, and real standards.
Artisan-Crafted, Small Batch
We produce in the USA in small batches using high-performance ingredients and time-honored techniques—refined through decades of hands-on expertise.
Signature Shade + Custom Complexion
Start with a confident match through Signature Shade Match, or experience true precision through Artisan Crafted Beauty, our custom-blending process supported by personalized assessment and Match-Me Kits.
Curated Color Collections
Elegant, wearable color designed to enhance your features and transition effortlessly from day to night.
Ethical Luxury
Cruelty-free and thoughtfully packaged with refillable/recyclable options where possible—because luxury should align with your values.
Our Mission
Zeni Beauty exists to help you show up in the world exactly as you are—powerful, polished, and unforgettable.
Whether you’re discovering your most flattering complexion finish, defining your brows, or finding the lip shade that becomes your signature, Zeni is here to make beauty feel personal again.
When only the best will do!
Meet the Founders
Minna Murphy
Founder & Chief Formulator
Licensed cosmetologist (NY & CT), certified makeup artist, and cosmetic formulator with decades of experience spanning editorial, film, and luxury retail. Minna leads product development with a focus on performance, customization, and skin-forward innovation.
Alana DeMarco
Creative Director
With a background in business and supply chain logistics, Alana brings a refined creative eye and operational precision to every launch—guiding Zeni Beauty’s visual world, collections, and brand details with intention.