THE MAKEUP BAR BRINGS INCLUSIVE & EXCLUSIVE BEAUTY PRODUCTS TO ST. CROIX
L to R: Mother-daughter co-owners of The Makeup Bar, former Sen. Alicia Barnes and Nia Sylvester. Photo Credit: The Makeup Bar.
Beauty is having a moment on St. Croix in 2026. Have you ladies noticed?
Just one week ago, we caught up with international model Jenna-Monét Queeley on her return home to launch her eponymous Jenna-Monét Béauty line in-store at Violette Boutique in Frederiksted.
And recently, DBOW also had the great pleasure of connecting with one of the owners of St. Croix’s newest and buzziest cosmetics retailer, The Makeup Bar, to learn more about the business and what its arrival means for retail beauty on St. Croix.
According to Nia Sylvester, co-owner, what sets The Makeup Bar apart from other similar businesses on St. Croix, and perhaps across the Territory, is its razor-sharp focus on beauty and skincare products only. Step inside its modern, pretty-in-pink interiors in Ste. #30 at 5 Corners Plaza in Estate La Grande Princesse, and you’ll be transported to a makeup-lover’s heaven. Its owners made an early business decision to steer clear of carrying complementary, but competing products such as fragrances, jewelry, accessories and the like.
The Makeup Bar opened on Jan. 1 on St. Croix and exclusively sells makeup and skincare products. It is located at the 5 Corners Plaza, Ste. #30, in Estate La Grande Princesse. Photo Credit: The Makeup Bar.
“The core mission and unique positioning of The Makeup Bar is our exclusive focus on makeup and skincare products, distinguishing us as the first store on the island solely dedicated to makeup retail,” Ms. Sylvester writes via email. “We believe this specialization allows us to connect with and educate our community. We are committed to bridging the gap in inclusivity, accessibility, and affordability.”
And expanding accessibility and inclusivity of “beauty products catering to all shades and skin types within the Territory” is exactly the inspiration behind the establishment of The Makeup Bar. Drawing from her personal experiences of “having to purchase products while traveling, waiting for lengthy online shipments, and the frustration of finding high-quality options for immediate on-island need,” Ms. Sylvester believes The Makeup Bar is right on target to fill that gap.
“Our goal is to ensure that everyone in the community has access to a diverse range of makeup and skincare products across all price points,” she says. “We are committed to a mission of total inclusivity, rooted in the belief that everyone deserves to feel beautiful.”
Products & Price Points
Now, let’s get into these products, babes!
For 23-year-old Ms. Sylvester and her team of other young, customer-focused employees eager to shake up the island’s beauty scene, sourcing quality products that meet customers’ needs is top of mind. The Makeup Bar’s current roster includes popular brands like Estée Lauder, Lancôme, Danessa Myricks, Juvia’s Place, e.l.f., Beauty Creations, Mario Badescu, and Totemica. It also plans to add other high-demand products, including Black Opal and L'Oréal, to its offerings in the future.
The friendly staff at The Makeup Bar is ready to assist customers with all their makeup and skincare needs. L to R: Brenee Soldiew, general manager; Nia Sylvester, co-owner and Keva Muller, marketing director. Photo Credit: The Makeup Bar.
“When evaluating brands, our primary focus remains on quality, inclusivity, and affordability,” Ms. Sylvester says. “Beyond these functional requirements, we maintain a special affinity for minority women-owned brands with narratives that align with our core mission of inclusivity, quality, and affordability.”
She also points out that her company pays close attention to each brand’s story—what they’ve been through and what they’ve learned—and how that shapes the products they make. “This intentional approach ensures that the brands we feature share our values and resonate deeply with our audience,” she says.
The Makeup Bar, which opened on Jan. 1, offers a wide selection of complexion products such as foundations, skin tints, primers, powders, and concealers, along with finishing staples like setting powders and sprays. The shop also carries contour wands, bronzers, and blushes. Additionally, it offers a diverse collection of eyeshadows, lip glosses, lipsticks, and lip liners. Customers will also have access to professional-grade brushes and a complete skincare line of cleansers, toners, serums, and moisturizers dedicated to the health of their skin.
Products retail for $6 to $120.
“This range was intentionally established to ensure that all customers can find high-quality solutions within their budgets that meet their specific needs without compromising on satisfaction,” Ms. Sylvester says.
Making Makeup Make Sense
If you’re like me and can benefit from a little extra coaching when it comes to proper makeup application technique and all that goes along with it, lucky for you—for us, The Makeup Bar has got us covered! Ms. Sylvester says a primary goal of the business is to “demystify the process for those who find makeup intimidating.”
Enter Contours & Cocktails, a makeup education series that will be held at the store each quarter. The inaugural class, which sold out in less than 24 hours after it was advertised, was held on Feb. 11 and instructed by local makeup artist, Merle Wynters.
“This initiative is a direct response to the needs we’ve observed since opening our doors, recognizing that many of our customers are beginners who are just starting their makeup journey and have never had formal instruction,” Ms. Sylvester says. “Merle’s expertise and reputation in the community make her the perfect collaborator to kick off this series, symbolizing our dedication to showcasing and promoting local talent from day one.”
As for those all-important morning and nighttime skincare routines, The Makeup Bar offers guidance on that, too.
“By providing guidance on skincare as a daily wellness regimen alongside basic everyday techniques, we offer a safe, intimate, and customer-oriented environment for individuals to begin or expand their beauty journey,” Ms. Sylvester says.
It seems they’ve thought of everything!
Building Relationships While Building a Brand
The company plans to further build relationships with the V.I.’s growing community of makeup artists and local beauty influencers through initiatives like Contours & Cocktails and more.
“It is an integral goal of The Makeup Bar to champion this community, and we are actively developing various initiatives to make this happen,” Ms. Sylvester says. “Our current plans include offering exclusive professional discounts on products and services to ensure local artists have access to the best tools at competitive prices.”
She wants everyone who interacts with the business, whether they are pros or just getting started, to feel the love.
“We are dedicated to ensuring every client who interacts with The Makeup Bar receives personalized, high-quality service that goes beyond expectation,” she says. “Building a reputation for excellence in customer care is paramount to our sustained success.”
Ms. Sylvester is learning the ropes of entrepreneurship from her mother, Alicia Barnes, and says she feels blessed that they are running the business together. Photo Credit: The Makeup Bar.
Ms. Sylvester, who has previous work experience in the retail beauty sector, co-owns the business with her mother, former Sen. Alicia Barnes. She is grateful for the opportunity to work alongside and learn from her mother.
“Running a business with my mom gives me a sense of ease because I know I can trust her, and I don’t have to worry about business matters going sideways or even being taken advantage of, especially since I am young and new to entrepreneurship,” she says. “I’m definitely blessed to have her as the co-owner, investor, and business consultant all in one.”
And St. Croix is blessed to have The Makeup Bar out here raising the bar on beauty, business and what’s possible for women entrepreneurs in the Virgin Islands.
Hours of operation are Thus. - Sat. from 12-7 p.m. For more information, call (340) 203-3976 or follow The Makeup Bar on Facebook.