Phaedra Williams began her career in the beauty industry as a professional makeup artist. Not only has she worked in many facets of the beauty industry, she has also worked in the entertainment industry being a personal makeup artist to many celebrities. In 2001, Phaedra decided to open her own makeup studio in Los Angeles, where she would custom blend cosmetics for her clientele. She gained a huge following even before social media. Phaedra's cosmetic line consists of beautiful foundations, concealers, pressed and loose powders and lip glosses. Everything in her line is custom made. She was getting asked several questions from young beauty entrepreneurs asking her to help them with starting their lip gloss business. After much consideration, she decided to come out with her own custom lip gloss kit.