Our Team

Jessica Richards

Shen Beauty Owner and Founder

Known in the industry as "The Cool Hunter,” fashion stylist and Brooklyn mom Jessica Richards is a California native who looks like a surfer girl but with a downtown edge. She founded Shen in 2010 after a calamity with a face cream sent her up to Smith and Court Streets in search of a suitable replacement. Coming up empty handed with the realization that there was “no beauty in Brooklyn,” the idea of Shen was born. What began as a neighborhood haven for undiscovered, organic lines and exclusive British imports soon started attracting consumers from Manhattan, Europe, Asia and beyond.

Jessica is renowned in the industry for her considered, relevant curation, and has been featured in the New York Times, Vanity Fair, Interview, Allure, Harper’s Bazaar, The Huffington Post and Goop. “I think that fashion and beauty are very much the same - people want something special, they want to feel cool - like they have a gem, and then they tell their friends about it,” she says. “I love hunting for cool brands and supporting the people behind them.

Jill Freeman 

Makeup Artist, Shen Beauty Buyer and Business Manager

Jill Freeman, our resident expert and makeup artist, explains her approach as such: "Beauty is my art. I have an eye for meshing what your eye sees with how your emotions feel. Shen Beauty is more than a beauty store, it's an experience! You feel it the minute you walk in the door. I know you will love the product selection because we loved them first! Unique, Indie, niche, organic, natural, result driven products are our focus and I am really proud of our curation! I want you to leave feeling naturally beautiful with products that you will love wearing and feel good about as well."

Jill's makeup artist background is quite varied: from New York Fashion Week, editorial photo shoots, to working with private clients. She explains, "Being a makeup artist, my goal at Shen Beauty has always been to elevate the makeup experience. So, in addition to offering the best selection of natural beauty makeup lines, I believe a little education with your makeup application is key. I always say: your best makeup is your skincare! My staff and I know achieving that healthy, glowing, radiant makeup look you want really all starts with what you are doing before you apply it.

My personal philosophy with makeup application is simple... It all starts with a face and every face has its own unique expression of beauty. So whether it's catwalk or sidewalk, I achieve my best visionary results by accentuating these features and empowering the personality supporting them."

Samantha Roberts


Shen is thrilled to announce that Samantha Roberts, one of the original Master Estheticians from Jillian Wright’s Glow Skin Spa, has joined our team. After starting and raising a family in NYC and working privately with clients, Samantha decided it was time to share her technique, knowledge, and magic hands with Brooklyn. Samantha comes with over 15 years of experience and we know you will LOVE her!


Candice Forness 

Ayurvedic Face Lift Masseuse

I believe in holistic beauty and have magic hands.  Candice Forness, certified Ayurvedic face lift masseuse, makeup artist, mens groomer, and certified energy healer.  Mehta Natural Face Lift Massage is a holistic anti aging technique based in Ayurveda “the science of life”.  This divine hour long face massage is composed of acupressure, Swedish massage, yoga, lymphatic drainage, and energy balancing polarity therapy.  Creating a natural face lift with radiant results.  Combining outer beauty with inner balance.  

Josh Beeler

Assistant Manager, Brows/Waxing Specialist, Makeup Artist

Joshua has been a make up artist and brow specialist for over 20 years. He moved to New York from Baltimore where he earned his cosmetology license and was doing hair, specializing in color. This practice has helped him perfect his brow tinting. He's traveled the world as a renowned make up artist until he landed at Shen. Josh offers the full Monty brow shaping, brow and lash tinting and make up application. His favorite quote is; "Make up can only make you pretty on the outside, unless you eat the make up." - Audrey Hepburn

Lara Kaiser

Esthetician, Brows/Waxing Specialist, Makeup Artist

Lara became beauty obsessed as a young, small town girl and never looked back. Before the days of YouTube and Instagram she taught herself by poring over magazines and visiting cosmetic counters at the nearest mall. This led to doing makeup and brows for her friends as a hobby, and working at Sephora which allowed her to learn about hundreds of products. After graduating from college with her degree in psychology, Lara was still enthralled with beauty and dreamed of being a makeup artist in the big city. She enrolled in esthetician school to expand her knowledge of skincare and beauty and to give her more credibility as an artist. After finishing school, she took a position as a brow specialist at the top salon in Nebraska and attended the Damone Roberts master class for brows, which took her technique to the next level. Being obsessed with brows has paid off--she's groomed over 10,000 brows in her career.

In today's world of YouTube tutorials and Kardashian Kontours, many women feel overwhelmed and overdone. Each woman is unique, so her makeup and brows shouldn't be one size fits all. A large part of that is to have natural, properly shaped brows to frame and flatter one's facial structure. It's equally important to create a beauty regimen that highlights one's best features rather than a paint-by-numbers prescription. It's Lara's goal as a makeup and brow artist to help her clients feel confident and fabulous so their natural, unique beauty can shine.

Diana Quadrini

Brows/Waxing Specialist, Makeup Artist 

Diana Quadrini is a licensed waxing specialist and certified makeup artist. Her passion for beauty started in her early years at college while studying for her business degree. Years later, while working in Finance, she decided to make her passion for beauty a reality. She took on the challenge of working full time and freelancing on the weekends for several cosmetic and skincare lines as well as private events. This is when she not only fell deeper in love with making women feel and look beautiful but developed an interest for the beauty of brows. One of Diana’s live-by mantras is “’It’s amazing how a beautiful brow really amplifies a woman’s natural beauty.” In addition to brow shaping, she also enjoys facial and body waxing.  With a fireball personality, Diana is continually advancing her education in the beauty industry to develop her artistry.

Liza Roeckl

Healing Specialist

Liza Roeckl is a Certified Arvigo Techniques of Maya Abdominal Therapy Practitioner, Licensed Massage Therapist, Licensed Creative Art Therapist, Reiki Master and Kundalini Pregnancy Yoga Teacher who has had a healing practice for 20 years in New York. A deeply spiritual person, she has studied with Spiritual Teacher, Bella Salerno, Native Americans, Siberian Shamans all over the United States, Europe, and Mexico for over 20 years.  As a Creative Arts Therapist, she worked for 9 years in inner city schools with troubled High School students to awaken the love and joy within themselves. She lives in Brooklyn with her husband and two children. Liza is a compassionate mother, healer, teacher with a wonderful understanding of energy and an extremely loving touch.