Former Model Launches Vegan Beauty Skincare & Cosmetics Line: Q & A with Shirley Powell

Beauty expert and former model Shirley Powell introduced her clean wellness skincare and makeup brand LaJeanell during the height of the pandemic. Her brand is amazing. It’s gender-inclusive and the skincare and cosmetics are produced only with superior ingredients. Every product is wholesome, vegan, and sustainable, resulting in a more youthful and radiant appearance.

Beauty News NYC sat down with Powell to learn more about her line and how it all came about.

Shirley, please tell us about yourself and how you got to where you are today.
Beauty has been ingrained in my family and is a legacy starting with being chosen All American Family for New York state. My timeless and working professional mother had two pageant titles and my gorgeous sister represented Miss Universe New York State and other pageants. I, myself, was crowned Miss Teen NY. I began modeling at the age of 15 for fashion and bridal shows. I have always had a passion and appreciation for fashion and beauty.

The first cosmetic company I represented was Mary Kay in my late teenage years and later Clinique, earning top sales and customer service awards at the beauty counter. I was also a personal shopper for women’s fashion at Saks Department Store. I bring more than 40 years of business experience. I have represented two high-end luxury cosmetics companies. As an entrepreneur and model, I found myself searching for quality makeup that was health conscious. As a result I found the need to create a line that provided a solution to the problem. When creating LaJeanell, I purposely sought to formulate a product line that provided beauty solutions for a healthy lifestyle. I founded LaJeanell, during the pandemic, which resulted in a great selection of natural and organic makeup. My vision was to include anti-aging components to the product line. Thus, giving users a younger look without going under the scalpel.

What was your inspiration to start LaJeanell and what is the significance of the brand’s name?
LaJeanell inhibits beauty that transcends over time. The collection strives to provide a solution for busy and healthy lifestyles. Our collection of makeup and skincare allows you to create looks across eras that are all America, classic, timeless, vintage and effortless. Your makeup exhibits your fashion style whether it through the seasons or your sense of style. 

Over time, makeup has been inspired from Hollywood movies and stars. In the 1950’s, featured looks included a bright red lip. While in the 1920s, the wing-eyeliner look was created. American beauty can be seen as someone who is fresh, pretty, beautiful, and healthy. The phrase All American Beauty has been in the making for quite some time. 

I suffer from debilitating chronic depression, chronic fatigue, fibromyalgia, and autoimmune disorders. I have always been entrepreneurial with other successful businesses since age 21.  After a serious stressful nervous breakdown, my entire anatomy system broke down. It has been a long road of trying to regain my health and lifestyle. Cleansing my entire system and changing to all organic, natural foods was part of the process. English and western medicine and many supplements are still a daily routine. And yes, I still have flair ups that are treated and maintained by my knowledge and experience as well as my most wonderful health care physicians. When you go through these types of trials and tribulations, you go through a huge transition. Your health is of upmost importance as well as having a purpose. It’s been a hard and enduring road and I am grateful, for how far I have come. I went into a vocational rehabilitation program to restart and become self-sufficient again. Beauty, health and wellness is the deck of cards I was given, and I am playing out my hand. I give God all the glory to where my story is now. Believe me, my story has many chapters and I have more chapters to conquer. I have a purpose and am excited to see where they take me. Helping others feel and look better when life seems so dark. I believe faith and strong convictions will lead us to great outcomes.

Can you give our readers some background on your products?
LaJeanell is an indie clean beauty health and wellness skincare and makeup brand made in the USA. LaJeanell features both gender inclusive skincare and cosmetics, which is safe for sensitive skin, formulated with quality, high tech formulated ingredients. The brand features products that are dual purpose, healthy, vegan and sustainable.  Our quality makeup products are great for sensitive skin as they are made with organic, anti-inflammatory, antioxidant and natural healing properties. Our cosmetic line is made with the highest quality ingredients, and are vegan, cruelty free, fragrance and preservative free. Each product is free of synthetics, parabens, formaldehyde and phthalates. LaJeanell skincare and beauty essentials have been formulated by laboratory scientists and doctors, bringing our customers easy-to-use high-quality natural skincare and beauty regimens complete with premium products.

Skincare Products Offered:
Daily Sunscreen Skin Protective: LaJeanell Sunscreen Lotion provides broad spectrum SPF 55 protection in a long-wearing formula. It combines the unique barrier forming properties of Zinc Oxide along with Octinoxate for additional UVA/UVB protection
Hyaluronic Acid Moisturizer: LaJeanell Unique Hyaluronic Crème effectively reduces the appearance of hyper-pigmentation and dark spots and deeply moisturizes the skin. MSRP: $99 Size: 1oz

Enhanced Retinol Treasure Anti-Aging Crème (Encapsulated Retinol 0.5%): It has powerful efficacious qualities to repair and boost your skin’s collagen levels and provide you with a powerful aid in the fight against aging. Retinol is a form of Vitamin A, that when applied topically to the skin, stimulates the production of collagen. 

Advanced Golden Glow Serum: LaJeanell unique Ferulic Acid and Vitamin potent serum (Vitamin C, B & E) provides an antioxidant boost for your skin. This formula creates a super serum that works on multiple levels to ensure beautiful skin. MSRP: $119 Size: 1oz/30ml

Cosmetic Products Offered:
Dramatic Lashes Black Mascara: This unique product has a dual purpose. It works for lashes and brows, allowing for buildable intensity without clumping or smudging.
Neutral Lip Liner Pencil: LaJeanell’s wooden, sharpen-able lip liner pencil provides laser-focus precision and a clean, well-defined application. Delivering unstoppable color and relentless glide over moisturizing formula saturates with budge-resistant color.
Multi-Purpose Lip, Cheek, and Eye Shadow Color: Provides soothing and intense hydration. This product has regenerative properties to help heal dry lips and improve elasticity. The preservative-FREE Formula has rich pigment and required a minimal application for full impact. Available in the following shade names: Shirley, Autumn Leaves, Summer Breeze, Winter Holly Berries, and Spring Blossom.
Moonlight Lume Pod: LaJeanell’s unique creamy formula and sheer color blends effortlessly to create shimmering accents. The Moonlight Lume Pod contours and brings dynamic highlights on all skin tones. The mistake-proof cream color is quick and easy-to-apply. Leaving you a youthful seductively sheer, and naturally glowing finish. It’s perfect for highlighting and sculpting. While warming the eyes, cheeks, lips, and body. Also features a 100% Vegan Brown Faux Mini Duo Brush. The Duo brush is perfect for on-the-go use.

What are the top beauty tips that you would recommend?
I recommend using a light rose water with glycerin to wash your facial skin versus using soap. I also advise using sunscreen with a high broad-spectrum SPF. Be sure to moisturize. On the cosmetic side, be sure to blend your makeup for an even and professional look. LESS is MORE. You can’t overlook the importance of paying attention to what ingredients you put into your body, as the result is the same as what you put on your skin. On the health and wellness side, enjoy nature and keep active. Consume supplemental antioxidants and nutritional foods. Take a holistic approach to your overall health. And one of the most important healthy habits: be sure to get restful sleep.

Anything else we should know? 
I look to expand the LaJeanell line into awesome hair care and to provide specific supplements – Beauty from within. Let’s all age gracefully together! Additionally, I have had my line featured at many bridal events. I always give the following advice to my future brides: prioritize a pre-wedding skincare routine. Having an effective skincare routine that addresses your needs and beautiful glow is essential for that radiant look that every bride and groom-to-be deserves. Wedding prep routines are a great opportunity to get your skincare needs started early, since your complexion is the canvas for your wedding makeup. Having a skincare routine is the first step in beautiful skin and long lasting makeup. Secondly, a classic wedding makeup look that incorporates old school Hollywood glam creates a timeless look.

To learn more about LaJeanell and to view more fabulous products, visit


Notify of

Inline Feedbacks
View all comments

Subscribe to our Beauty News NYC Newsletter to receive the latest news, tips and happenings.

Would love your thoughts, please comment.x