Meet the founder
Amy Dyas is the founder of Just BeYOUtiful and a professional fashion and beauty makeup artist with almost twenty years’ experience in the industry. Her work spans editorial shoots, fashion shows, and one-to-one client consultations, all guided by a commitment to clean, high-performing beauty that supports skin health.
From a young age Amy was one of those girls who loved all things makeup! She counted down the days until she was allowed to start wearing mascara and lip gloss to school. Back in the 90s it was all about The Body Shops lip glosses and Fuzzy Peach perfume!
Amy’s introduction to clean beauty began while living in Germany where she discovered an independent natural skincare shop that changed the way she understood her own skin and was the foundation for a new way of beauty for her. Due to health conditions she faced, Amy became deeply interested in how ingredients, formulation, and non-toxic beauty can support overall wellbeing whilst maintaining the fun and creativity that makeup brings.
As she progressed into professional makeup artistry, Amy chose to stay true to her clean beauty values, even within an industry still dominated by traditional, toxin-heavy products. During her training, she built her own clean makeup kit from scratch rather than using the standard kit provided, a decision that has shaped her approach ever since.
Amy's first makeup job was at Sephora as an in house makeup artist and beauty advisor - she quickly became the go to member of the team for all clean beauty advice.
Amy unwaveringly believes that clean beauty is just as effective as other parts of the industry and to help share that belief with you, every image you find on the website (apart from product images) are either of Amy at work or images from her portfolio.
Amy has spent much of her makeup career giving advice to her clients about their beauty routines. Everyone loves rummaging through her kit and asking about the brands and products she uses and Amy found that she loved being able to share her knowledge to help other women.
For many years Amy did ballet and due to those 15 years of dancing she sadly damaged both the bone and the cartilage in her hip sockets. 2024 saw her needing two operations to repair the damage. 6 months of recovery gave her plenty of time to dream of starting her own business to reach women of all ages and support them with their beauty needs.
Whilst still on crutches Amy found a studio space and work began. She was occasionally allowed to do a bit of painting but her husband and two children jumped in to do the lion's share of the work!
Just BeYOUtiful was born at the beginning of 2025!
Where clean beauty meets the catwalk
Amy’s career spans fashion, editorial and live runway, proving that clean, non-toxic beauty belongs at the very highest level of the industry. From international training to London Fashion Week, her work blends performance, artistry and skin-first values, showing that high-impact beauty and clean formulas can go hand in hand.
Professionally trained in Canada, Amy began her career at Sephora and MAC, building a strong foundation in artistry while staying committed to clean, skin-friendly products from day one.
One of Amy’s first freelance roles saw her appear as a guest makeup artist on national Canadian breakfast television, followed by regular editorial and magazine work.
Now a regular at London Fashion Week, Amy works backstage each season creating high-performance looks using clean, professional-grade beauty that stands up to the demands of the catwalk.
Amy believes clean beauty has a place in every area of the industry, from runway to real life. Her work proves you never have to compromise performance to protect skin health.
Amy was only allowed to paint a little bit once the studio was found due to being on crutches but she had her family working hard as her number one team! Both her teenagers spent time helping with jobs without once grumbling. They are particularly good furniture builders!
Amy's husband Rob worked tirelessly to help her get the studio looking beYOUtiful - she thinks he's the best. A new floor was possible the hardest job to do and Amy was cheered on from the sidelines with good music and encouragment!
Amy is never one to turn away from a challenge and somehow amongst the renovations made it to London Fashion Week on crutches with her kit on the train (and yes, Rob did drop her off and pick her up!)
The time came for the studio to officially open in Shrewsbury and the studio was packed at all day long! The Just BeYOUtiful website is an extension of Amy's vision for the studio - personalised care and support for any woman
Discover our approach to clean beauty and how we choose products that support skin health without compromise.
Find out more about Just BeYOUtiful, our values, our studio in Shrewsbury, and what makes our approach to beauty different.
