With her passion in one hand and purpose in her heart, Deida took a leap of faith in 2002 and headed to Los Angeles, CA. While living in LA, Deida quickly ascended to become one of the most sought after makeup artists in town working on numerous commercials, music videos, TV productions, editorials, personal appearances and fashion shows including the prestigious Mercedes Benz Fashion Week in NYC. She was also one of nine artists selected to work as a celebrity makeup artist on Oprah Winfrey’s Legends Ball Weekend in 2005.

Although her love for makeup led her to the City of Angels, Deida remained focused on the inner call to mentor young girls. In 2004, she followed that voice and started Reel Beauty, Inc.

Today Deida Massey is the Founder of Reel Beauty, Inc­ a 501 (c)(3) organization that assists at risk urban girls. “We teach them to value themselves and empower them with self­worth, self­esteem and self­confidence so they will be productive citizens within their environment. We do that by offering 14 activity based workshops designed to help these young women resolve the problems they struggle with day to day.”

Deida realized how detrimental the messages in today’s music, culture and media portrayal were. “I wanted to do something to combat all the negativity.” Reel Beauty’s mission not only made inner city girls feel beautiful inside and more self­assured, but also equipped them with tools to help them succeed in life.