My name is Alicia Samuels

Alicia Samuels is a passionate makeup artist and the visionary behind Heritage Essentials. With over 19 years of experience, Alicia has worked with world-renowned brands such as MAC Cosmetics and Sephora, and has had the privilege of working backstage at London Fashion Week. Her expertise has garnered international recognition, with her work being featured in publications across Indonesia, the USA, Australia, Germany, and the UK, along with a BEFTA nomination for excellence in the beauty industry.

As a single mother, Alicia’s commitment to self-care and empowerment is rooted deeply in her journey as both a mother and professional. During the pandemic, unable to find skin and hair products that were both safe and effective for her and her son, Alicia created Heritage Essentials—a brand born from a need to nurture and protect, inspired by her personal experiences as a woman of strength and resilience.

Her heritage, which traces back to the tribe of Judah and the Maroons, has shaped her values of freedom, leadership, and empowerment. Through Heritage Essentials, Alicia is dedicated to empowering women to embrace their natural beauty and heritage, while offering products that promote confidence and self-care. Each product in the Heritage Essentials line reflects Alicia’s passion for honouring her lineage and fostering a sense of pride in every woman’s unique journey.

​

Empowerment: Alicia’s mission is to inspire women to feel confident in their own skin.

Heritage: Rooted in the strength of the tribe of Judah and the resilience of the Maroons, Alicia’s products honour freedom and leadership.

Self-Care: Products that not only care for your skin and hair but also nurture the soul.