10 Questions with Sheda Johnson, Founder, Ajani Cosmetics | See Girl Work

10 Questions with Sheda Johnson, Founder, Ajani Cosmetics

Ajani Founder Sheda

Founded by Sheda Johnson, the Canadian beauty brand Ajani Cosmetics offers 13 shades of vibrant, long-wearing, matte liquid lipstick.

The beauty brand provides a diverse range of shades that are created to compliment and celebrate the uniqueness and individuality of the customers that they serve.

With a philosophy that’s firmly rooted in the belief that you don’t need to use harsh chemicals to provide high-quality makeup, all matte liquid lipsticks in the Ajani Cosmetics collection are handcrafted with love.

The products are 100% vegan and cruelty-free, are not tested on animals and are shipped from within Canada.

My favourite Ajani Cosmetics colour? Kyra long-wear matte liquid lipstick, of course! A gorgeous red that’s perfect for a night out, but soft enough to wear as an everyday hue.

Whether you’re shopping online for your new go-to shade, or something to spice up date night — you’re sure to find your perfect shade at Ajani Cosmetics.

Please enjoy 10 Questions with the founder of Ajani Cosmetics, Sheda Johnson.

matte liquid lipstick
1. In the beginning, what motivated you to become an entrepreneur?

Throughout my life I’ve always kind of been the underdog, so I wanted to show everyone what the underdog could do. I’ve always had an entrepreneurial spirit, and it’s been a dream of mine to start a business. So I decided to turn my dream into a reality and start my own business.

2. What problem are you solving?

Aside from my brand being vegan and cruelty-free, I don’t feel there is enough representation of women that look like me in the beauty industry.

How many times have you walked into the makeup aisle of your favourite brand and struggled to find a shade that matched your complexion?

I feel I have been able to create a range of lipstick shades that celebrate and accentuate the many different shades of beauty.

3. What’s the biggest thing you struggle with as an entrepreneur?

Letting go and allowing others to help. This is my baby, so I sometimes find it hard to step back and let others help me. It’s definitely something I’m working on because even though I know I can’t do everything all by myself, I still try to.

4. What does a typical day consist of?

Waking up, getting my son ready for school, and then heading off to my day job. I try to steal whatever moments I can to get the things on my business to-do-list done while at the office. I’ll usually knock out larger tasks on my lunch break.

If it’s a weekday, I’m usually at work all day until I get home in the evening. Then I spend my evenings working on my business in some capacity. Whether it’s sending emails, of researching colour trends, I try to dedicate at least 1-2 hours each weeknight.

Saturdays I usually get the fun stuff done, like making the lipsticks and packaging up orders. Sundays are reserved for mailing out packages and spending time with family.

5. What do you love to do at night?

I like to unwind at night, but as of late, I’ve also been taking the time to journal and write down my thoughts.

Throughout the day it’s go, go go, so it’s nice to sit down with a glass of wine, catch up on my favourite Netflix series, whip out my notebook, and just let my words and thoughts flow.

6. How do you dress to exude confidence?

I’m super laid back when it comes to my wardrobe, but I definitely like to accessorize with bold statement pieces that will draw attention to me. To me, I feel regal and elegant when my jewelry is eye-catching and bold.

7. Yoga, strength training, cardio or all three?

A mix of strength training and cardio. I have zero flexibility, so yoga would be a hot mess for me.

8. How does your culture/background influence your work?

I’ve always said that Jamaicans exude so much confidence that you just want to be like them.

I think this confidence has allowed me to dream big and not be afraid to go against the grain. I’m not afraid to challenge myself because I know I’ll be rewarded in the end.

9. What do you consider to be a life well lived?

A life well lived would be a life where I am loved, I would be able to proudly reflect on my accomplishments, my family would be comfortable, and I’ve achieved lasting success.

10. If you could write your own obituary, what would the tagline say?

I came, I saw, I conquered.


Images via Ajani Cosmetics


Alethea Robinson

Founder & Blogger-in-Chief, See Girl Work

Alethea Robinson is a freelance marketing & content writer who provides content strategy, blogging, and writing & editing services for creative agencies and small to medium-sized businesses. In addition to her freelance business, Alethea is also founder and blogger-in-chief at See Girl Work, an online community for creative, entrepreneurial-minded women. Before starting her blog and freelance business, Alethea worked in marketing and communications for over 15 years.


Keep up to date with new blog posts, interviews, online courses, events, interactive workshops and resources by subscribing to our weekly newsletter.