On The Beat Cosmetics, LLC was started by its owner, Jasmine Amyra Bell in May 2020. Jasmine Amyra was born and raised in Brooklyn, NY with a passion for the arts. As a music major, her love for music afforded her the opportunity to participate in many operas and musical theatre productions during her high school and undergraduate careers. Here is where her love for makeup developed. Jasmine's fascination with transforming into completely different people with the use of makeup is what fueled her desire to have the two, music and makeup, come together. This is what inspired the company name, "On The Beat Cosmetics." She stated that was "my ode to music and makeup." The idea for starting this business was born out of the premise that "a 9 to 5 job cannot be passed down to your children." With millions of Americans filing for unemployment daily during the COVID-19 pandemic, it became very important to create something that "will not only outlive me, but show my children one day that if you invest in yourself, your family, and community, you can make the difference." With OTB philanthropic efforts, it is our goal to periodically donate sales percentages to organizations of interest like Feeding America, Make-A-Wish, Sickle Cell Research, and so on to go beyond of mission of achieving new beauty standards. This is On The Beat Cosmetics, stay on the beat with the needs of others, inside and out.