About 21 BlueLash

Throughout history, makeup has been utilized as vital tools in aesthetics and creative expression. 21 BlueLash is all about "mental health makeup."  We specialize in commercializing makeup products that advocate for people with disabilities (and/or struggle with mental health) while shunning social stigma and injustice.

I launched 21 BlueLash for my daughter in 2020. Our story goes back to 2004 when Isis was diagnosed with Autism. I was completely floored. At 18 months, Isis had an unexpected seizure. Shortly after she came home from the hospital, she regressed in speech and toileting skills. She wouldn’t look me in the eye anymore nor would she indicate when she was hungry/thirsty.

While in college, I researched hospitals that provided the best care for children with autism and found Duke Hospital.  The first hurdle I had to overcome was moving from Ohio to a state I had no knowledge of: North Carolina. 

My first job interview was in Morrisville, NC. I drove nine hours and attended the interview. After the interview, I stayed at a hotel in East Raleigh that night and made the nine hour drive back home to Ohio in the morning.  I didn't get the job.  However, we moved to North Carolina with my savings and lived on that until I found steady employment. 

Years later, at 18, my daughter was incapable of obtaining employment that would sustain her living expenses for she did not possess the cognitive abilities to comprehend job responsibilities most people take for granted. I do not ask for fame or unlimited fortune. My dream for her is simple. I wish for her to live in her own home for as long as she lives and never has to depend on a state institution to survive.  I wish for her to have friends.

I wish for people to see her radiant, infectious smile and know she was born with a purpose. I have come to realize who she is was already determined before I knew her. Every struggle she has faced was not by accident. She has something special to give to the world.

Enter 21 BlueLash. I combined my love of makeup with subjects that may be considered taboo or are stigmatized in our society. behavior. I wanted to tailor the makeup to the unique experiences Isis faced as a young woman living with Autism. I also wanted to stand against the stigma hurled against people with disabilities.

The name and logo represent the “gamble” we are experiencing entering the makeup world. I designed the hand-throwing dice with lashes instead the dots you find on regular dice. I come from humble beginnings and it reminded me of watching my cousins shoot dice in our neighborhood. The teal and blue represent the colors of our birthstones: sapphire and topaz.

I paid careful attention to every detail. Each of the names and colors of eyeshadow shades were carefully selected. Nothing was overlooked. In 2021, we earned the trademark rights to our business name and logo.

I created the concept “Amerisogyny” as the systematic oppression of women’s rights in the United States. In September, 2023, we earned the trademark right for it as well. 

We stand out due to our vigilance in challenging stigma and social injustices. I am also very proud our brand stands for the inclusion and acceptance of all people who are shunned and rejected by mainstream society.

They have a voice. They have rights. They are relevant. This is what 21 BlueLash stands against: ableism. Above all, this is what sets us apart from other brands.