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Meet Dena Williams of Lure Cosmetics in Vinings

Today we’d like to introduce you to Dena Williams.

Thanks for sharing your story with us Dena. So, let’s start at the beginning and we can move on from there.
After graduating from one of the best art schools in Chicago, with a BFA in graphic design, I thought for sure I was going to find a job at a marketing firm. That didn’t go so well. I wasn’t able to find a job in my field, which led me to start my own business. While I was in college, I started working at a makeup studio as a receptionist. Viewing the structure of the human face as a canvas, after a short time, I became a make-up artist and also known as the “Eyelash girl”. I applied make-up for any occasion, and for all ethnicities. I take pride in my artistic talents and the satisfaction of my client’s smile. Knowing that if I can help make someone look good and build their confidence my job was complete. I believe that beauty is the courage to be unique and to discover who you are as an individual.

A friend of mine suggested that I do makeup and eyelashes on my own, but at the time I wasn’t thinking about building a business. My mind was stuck on landing a graphic design position at a marketing firm. After filling out many job applications and receiving that same email saying, “Unfortunately we decided to go with another candidate”, it made me feel like, am I not good enough? I didn’t know what I would do next.

One day I was headed to do a job about 2 hours from my city. I worked the day before for almost 24 hours, I hadn’t had much sleep, and ended up having an accident. That accident made me realize that life is too short and maybe instead of working for someone, I can be my own boss.

In 2010 I started my business, LuvaLash: Make-up and Eyelash Styling. I traveled all over Chicago making women feel and look beautiful. Then in 2013 I launched a make-up line, Lure Cosmetics. Not being able to supply my clients with the makeup I applied to their faces inspired me to create the line. I thought why send them to a makeup counter when they could buy the products they needed from me.

In 2015 I moved to Atlanta, Georgia to pursue my graphic design career and to continue to build my make-up brand. This year makes seven years for my makeup-line. It’s been a rocky road, and somewhat of a stop and go type of situation. During my stop moments, I went through things that helped build my character and it continues to build my character. 2020 seems special to me, one because it’s my 7th year anniversary and two I am evolving into the woman I was created to be. My life is attached to so many women and young girls, I can’t stop and I won’t stop here!

How did I get to where I am today? I persevered and never gave up. I knew that if God gave me this business, I will see the light at the end of the tunnel. “You never fail until you stop trying”. – Albert Einstein

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Not at all! One of my obstacles was not having enough money to support my personal life and my business. The challenges I faced required me to start over shortly after launching my brand. I moved by myself to a place where I only knew a few people, trying to settle into a new city and balance my life. Although starting over can be a good thing, it also was my greatest challenge.

So, as you know, we’re impressed with Lure Cosmetics – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
Lure Cosmetics/Beauty is a cosmetic line and makeup artistry company. Lure Cosmetics enhances beauty and highlights your greatest features with our trending shades and innovative formulas. Our products offer sensual lipstick, luxurious high shine lip gloss, on-the-go beauty kits, liners and mascara that provides limitless opportunities for defining eye moments.

The services we specialize in are unique make-up applications, brow waxing, lip wax and eyelash styling. I am known for great brows, and natural glam make-up application with great looking eyelashes that last forever.

I’m not a person who focuses on the competitive beauty industry. What sets me apart from others; the experience, I build relationships and educate my clients on what makeup works for them, how to apply it and of course great service.

So, what’s next? Any big plans?
My plan for the future is to launch a new look, with new products for our 7 year anniversary in October. We’re also planning to have virtual pop-up shops and makeup sessions, which will include our On-The-Go beauty kit; a kit with your everyday make-up essentials that fits every woman’s needs.

Contact Info:

  • Website:
  • Email:
  • Instagram: lurecosmetics
  • Facebook: lurecosmetics

Image Credit:
Geenomizelli – Photographer
Deanna Williams – Photographer

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