Lip Esteem

Finding beauty in the ashes

In the heart of St. Paul’s historic Rondo neighborhood, where resilience and community have always been at the center, a homegrown beauty brand is making waves far beyond its roots. Lip Esteem, founded by longtime makeup artist Tameka Jones, has quickly become a staple for women seeking plant-based, high-quality cosmetics that embrace individuality and authenticity.

For Tameka, the journey to entrepreneurship was as much about purpose as it was about passion. She officially launched Lip Esteem on July 14, 2020, at the height of the Covid-19 pandemic and in the shadow of the civil unrest following George Floyd’s murder. Those overlapping crises inspired her to act.

“I wanted to bring unity back to the community,” Tameka explains. “I had been a makeup artist forever, but when we were furloughed because of Covid, I had time to think. Then George Floyd was murdered, and the city felt heavy. My friends are all kinds of shades of beauty, and I asked myself: “What can I do to keep my own sanity and also bring beauty to others?”

That reflection sparked Lip Esteem’s mission: beauty from ashes. With her savings in hand and a vision to create generational wealth, Tameka took a chance on herself. “I realized I was overworked and underpaid. I decided I’d rather work for myself and be valued than work for someone else who didn’t appreciate me,” she says.

Today, Lip Esteem is flourishing. The brand’s products are sold online, in local co-ops, and have even reached the national stage as the official lipstick provider for the Minnesota Vikings Cheerleaders and recently the Timberwolves Dance Team. It’s a testament to both Tameka’s artistry and her determination to build something lasting as a Black woman business owner.

At this year’s Minnesota State Fair, Lip Esteem introduced new products that reflect the brand’s ethos of simplicity and versatility. The first is Double Take, a line of blush that also works as a lip tint and eyeshadow. 

“Honestly, it should be called Triple Take,” Tameka laughs. “This line was made for busy women who don’t have time for separate products for eyes, lips and cheeks. Double Take pulls your look together in one step, and the shades look natural but can also go bold.”

Another highlight is Main Character, part of Lip Esteem’s new mood line. These lipsticks adjust to each wearer’s body chemistry, creating a unique color experience for everyone. “It’s a red, but it won’t look the same on me as it does on you,” Tameka explains, while holding Main Character. “It’s also a stain, which busy women love, but because it’s plant-based it wears comfortably all day.”

Still, success doesn’t mean the journey has been without challenges. As a Black woman entrepreneur in 2025, Tameka acknowledges that the climate feels complicated. “It feels different,” she admits. “People are bolder with what they have to say. I’ve had to navigate ignorance and divisive comments. But we keep pivoting. 

“For those who don’t want to support me because I’m a Black woman, that’s fine. I’ll find the people who do. Lip Esteem isn’t about hate; it’s about beauty, excellence and inclusion.”

Her authenticity resonates with customers who see Lip Esteem as more than just makeup. It’s a brand rooted in empowerment. “People want good products no matter who they come from,” Tameka says. “It just so happens this one [Lip Esteem] comes from a Black girl from Rondo.”

Beyond the products, Tameka hopes her story inspires others to bet on themselves and chase dreams that can spark change. “Lip Esteem started in a time of pain and uncertainty,” she reflects. “But it became a way to create beauty, to bring people together, and to show that even in hard times something powerful can rise.”

Those eager to offer support who missed the new products at the Minnesota State Fair Grandstand can find Lip Esteem at www.lipesteem.com and across social media at @lip_esteem.

Jasmine McBride welcomes reader responses to jmcbride@spokesman-recorder.com.