Meet Azailah Knox | President & Creative Director

We had the good fortune of connecting with Azailah Knox and we’ve shared our conversation below.

Hi Azailah, can you walk us through the thought-process of starting your business?
The thought process behind starting Knoxie Cosmetics was deeply personal and purpose driven. I wanted to create more than just a beauty brand—I wanted to build a movement rooted in creativity, confidence, and care. Growing up, I didn’t always see beauty brands that truly reflected the individuality, attitude, and skin-first values of girls like me. I knew there was space in the industry for something more intentional, products that not only enhance beauty but nurture it, inside and out.
Knoxie was born from a desire to combine quality, skin-loving ingredients with elevated packaging and a bold brand voice that speaks directly to our community. It started with lip care essentials but quickly evolved into a platform where self-expression and self-care collide. I also wanted Knoxie to feel intimate and empowering, like a brand that gets you, speaks your language, and shows up for you.

At its core, our brand is about more than selling lip gloss. It’s about building something long-lasting and meaningful, something that inspires others to create, glow, and show up unapologetically. That vision has shaped everything we do, from our product formulations to the way we connect with customers. This business wasn’t just a leap of faith; it was a love letter to everyone who’s ever wanted beauty to feel a little more personal.

What should our readers know about your business?
Knoxie Cosmetics started with a simple idea. At the time, I didn’t have all the resources or the “perfect” business plan. What I did have was a vision, a love for beauty, and a real desire to build something that felt personal. I started packing orders at home, teaching myself the backend of Shopify, and using every free moment to pour into the brand. It wasn’t glamorous, but it was real.
What sets Knoxie apart is how much heart goes into everything we create. We don’t chase trends just to keep up. Every product we launch is made with intention. Whether it’s our clear gloss or our new lip liners, the goal is always the same: deliver quality, keep it cute, and stay connected to the people who support us. We care about how people feel when they use our products, not just how they look.
To be honest, it hasn’t been easy. There have been moments of doubt, burnout, and times I felt like giving up. Balancing business and life, especially as a small team, can be overwhelming. But I’ve learned that you can grow through the pressure. I’ve had to adapt, ask for help, learn from my mistakes, and remind myself why I started in the first place.
One lesson that sticks with me is this: you don’t need to have it all figured out to begin. Starting where you are, with what you have, matters. I want the world to know that Knoxie is still growing, still learning, and still showing up. This brand is rooted in community, expression, and intention. Every product is a small piece of that bigger story.

I’m proud of how far we’ve come, but I’m even more excited for what’s next. We’re just getting started.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
There’s no way Knoxie Cosmetics would be what it is today without the love, support, and faith of the people around me. First and foremost, I give all glory to God. His guidance, grace, and timing have been the foundation of this entire journey. Every closed door, lesson, and breakthrough has been a reminder that this vision was never just mine alone.

I also want to shout out our incredible customers. Their constant support, feedback, and genuine love for the brand keep us going. Whether it’s reposting a gloss selfie, writing a review, or sending a kind message, our Knoxie community shows up for us in ways that truly matter. They are the heartbeat of this brand.

To my family and friends, thank you for believing in me even before Knoxie was real. Your encouragement and prayers gave me the confidence to keep going, especially when things got hard.

Lastly, to the mentors and creatives who poured into me, gave advice, or simply offered wisdom from experience, your guidance helped shape the foundation of how I run this business. I am beyond grateful for everyone who has helped bring this vision to life.

Knoxie may have started with me, but it is being built by all of us.

Website: https://knoxiecosmetics.com/

Instagram: https://www.instagram.com/knoxiecosmetics/