"A dash of gloss and a pinch of blush is the perfect glow recipe."

About Us

Welcome to Emerald Grace Beauty & Co., where beauty meets glam. At Emerald Grace Beauty & Co., we believe that makeup is more than just a routine – it's an art form, a confidence booster, and a way to express your unique self. Our mission is to empower individuals to embrace their inner beauty and shine with products that are as extraordinary as they are.

Our Story

Founded by professional makeup artist and beauty enthusiast, Natalie Rife Williams, Emerald Grace Beauty & Co. was born from the desire to create high-quality, inclusive makeup products that cater to all skin tones and types. We understand that every face is different, and our diverse range of products reflects this belief. 

Our Products

Quality is at the heart of everything we do. Our makeup line is meticulously crafted using the finest ingredients, ensuring that each product is beautiful and safe for your skin. We are committed to cruelty-free practices and strive to incorporate sustainable, eco-friendly materials in our packaging.

Whether you're looking for the perfect blush, a bold lipstick, or a dazzling highlight palette, we have something for every makeup lover. Our collection is designed to be versatile and easy to use, making it suitable for both beginners and professional makeup artists. 

CONNECT WITH US!

Emerald Grace Beauty & Co. is more than just a makeup brand; it's a community of beauty enthusiasts who share a love for creativity and self-expression. We invite you to join our community, where you can find inspiration, tips, and tutorials to enhance your makeup skills. Follow us on social media to stay updated on our latest releases, special promotions, and to connect with fellow makeup lovers.

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A NOTE FROM THE FOUNDER

I’m Natalie Rife Williams, the proud founder of Emerald Grace Beauty & Co. I wear many hats in life – a devoted mom, a loving wife, a professional hair & makeup artist, and an ambitious business owner. My journey from a small-town girl to creating a thriving makeup brand has been nothing short of extraordinary, and I’m thrilled to share a piece of my story with you.

I grew up in a close-knit community where I learned the value of hard work, perseverance, and the power of dreams. My love for makeup and beauty products started when I was young. I used to experiment with my Auntie Rita's bright and colorful eye shadows. I would put rollers in my great-grandfather's hair because he would let me do whatever I wanted, and paint my 92-year-old mamaw's nails hot pink. However, I was truly exposed in 1994, when my godmother began directing the Miss Virginia USA & Miss Virgina Teen USA pageants. These early experiences and fondest memories sparked a passion that would shape my future.

The name Emerald Grace Beauty & Co. comes from my birthstone, Emerald, (which is also my daughter's middle name), and my middle name, Grace. Becoming a mother to my daughter inspired me to create a brand that celebrates everyone who deserves to feel beautiful and confident in their own skin. My goal was to develop products that are easy to use, inclusive, and high-quality, catering to all customers, regardless of their makeup expertise or skin type. 

Every product I launch and create, is a labor of love, crafted with the hope that it will bring a little more joy and sparkle into your life.

God has blessed me in so many ways. Thank you for being a part of a huge dream of mine that has finally came to life. Your support means the world to me. I am committed to continuing the mission of empowering every individual to embrace their unique beauty and shine with confidence.

With all my love and gratitude,

Natalie Rife Williams

Founder & CEO, Emerald Grace Beauty & Co. 

  • "My goal is to make every person feel more beautiful and confident."