“Well, if it’s not out there, I’m going to create it myself.”
Keshia East is a professional makeup artist, content creator, social media influencer and entrepreneur. Her online content aims to remind audiences of the importance of self-love and self-esteem.
She first started sharing her makeup tutorials on Instagram in 2014 and hasn’t looked back since. Her following just keeps growing and growing, with over 72,000 on Instagram, 55,000 on TikTok, 13,000 on YouTube and 4,000 on Twitter. She shares her beauty tips, tricks, hair hacks and DIY beauty treatments across the platforms, reaching audiences from countries as far and wide as the UK, USA and Brazil.
During the second lockdown in 2020, Keshia started up her own business – No Knot Co Ltd – a company selling hair tools specifically for waves, afros, kinks and curls. The business was an instant success and has been featured in magazines including Glamour, Grazia and PopSugar, with global influencers using her hair tools.
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Keshia East has worked in the makeup industry for over a decade, freelancing at popular events such as V Festival T4 On The Beach, ITunes Festival, Radio 1 Weekend, Isle of Wight Festival and Exit Festival across the world from Serbia to Thailand, Cape Town to France, as well as up and down the UK.
She has worked for a wide range of industry giants including MAC Cosmetics, Sony Entertainment, Superdrug, Beauty Bay, Virgin Emi and Puma. She has also been a personal make-up artist to Alesha Dixon, Krept and Konan, Ashley Walters, and her sister, singer Fleur East.
Keshia was one of the makeup artists for The X Factor (2004-2021) and The Void (2021), and often presents beauty segments for ITV’s Lorraine (2010-). She has appeared alongside her sister on TV shows including The Hit List (2020) and I’m a Celebrity…Get Me Out Of Here (2018), further increasing her audience, which is predominately female and aged between 25 and 35.
Her success in the beauty industry, combined with her personal experience of finding tools appropriate for curly hair, led her to launch her own business, No Knot Co Ltd, in lockdown. They manufacture hair tools and accessories for wavy, curly and Afro hair types. So immediate was her success that she met Prince Charles in 2021 who said she should be “so proud” of what she has achieved as a young businesswoman.
In 2021, No Knot Co. Ltd was recognised by the Cosmo Beauty Awards in the Best Detangling Hairbrush category for their Lilac Gentle Detangler.
Keshia is a big promoter of female entrepreneurs and is a great mentor and role model for young women – particularly young women of colour – looking to be the boss in their personal and professional lives.
Clients: BeautyBay, Benefit, Bumble and Bumble, Curl Smith, Echo Falls, Fenty, Glam Glow, Glamour UK, Glossybox, L’Oréal, MAC Cosmetics, Pearl Drops, Pretty Little Thing, Primark, Puma, Real Techniques, Sony, Superdrug, Tropic, Virgin