Afiya Birch-Gentles’ Shocking Beauty Secret: Why 95% of You Are Missing Out on This Game-Changer!

Afiya Birch-Gentles believes that confidence starts with the right foundation. This self-taught make-up artist, inspired by her experience in pageantry, has chosen to share her passion with the younger generation through a project close to her heart: Beauty Beyond Brushes.

“As someone who has always been involved in student leadership since high school, I constantly had opportunities to interact with and empower young women. However, I always wanted to do it in a different and more impactful way,” the reigning St Catherine Festival Queen explained to GoodHeart.

Birch-Gentles launched her business at just 17, quickly realizing that she could motivate women about true beauty on an individual level. Her journey through pageantry opened doors, allowing her to return to her roots and make a significant impact on youth.

“When I joined the Miss Jamaica Festival Queen competition last year, I knew it was the perfect platform to bring a real project to life, and that’s when Beauty Beyond Brushes ultimately became my reality,” she said, highlighting her role as the 2025 first runner-up.

The program targets high school girls aged 12 to 19, aiming to create a safe and inspiring environment for creativity and mentorship. “Through structured interactive sessions, those who sign up for the program will be taught how to share their concepts of beauty, carry themselves, understand their worth, communicate, and imagine futures beyond societal limitations,” Birch-Gentles explained.

One key aspect of the sessions will be addressing insecurities, their impact on self-confidence, and what helps participants feel most assured. Group activities will focus on fostering positivity and encouragement among attendees.

A Holistic Approach to Empowerment

Similar to the JCDC Festival Queen competition, which provides a holistic developmental experience by nurturing poise, community involvement, cultural awareness, and talent expression, Beauty Beyond Brushes aims to offer a comprehensive approach at an earlier and formative stage. Birch-Gentles asserts that young women thrive when developed across five layers: confidence, culture, character, creativity, and skills.

“Confidence is not something you’re born with. It’s something you are taught and affirmed. And when that confidence is anchored in culture, it comes naturally. I will show our girls that their identity, culture, voice, and background are not something to shrink or soften. It is something to honor,” she stated emphatically.

Entrepreneurship will also play a significant role, as Birch-Gentles believes that talents and skills without knowledge can easily be exploited. “We will talk about character because skill without integrity will only take you so far. We will talk about resilience because life will not always pass you. Sometimes, it will test you. They will learn how to confidently turn their skills into businesses to gain financial freedom. Confidence is also rooted in their heritage. Beauty Beyond Brushes is also about representation,” she asserted.

With a focus on a St Catherine school tour, Birch-Gentles aims to reach as many schools in the parish as possible, with plans to expand this outreach across the island. “Although I am the St Catherine Festival Queen, I believe this project can benefit young women beyond the parish too,” she added.

Birch-Gentles is also looking to collaborate with other inspiring women to nurture and encourage both personal and professional development. “It truly takes a village,” she emphasized. “Having confident women who have conquered spaces in their own lives be a part of this project is extremely important. When young girls see women who look like them, talk like them, and who have faced similar challenges excel in their respective areas, it becomes a huge confidence boost and reminds them that they can do it too.”

On the day of her project launch, she was overwhelmed by the support she received from the business and pageantry communities. “To know that I have such a strong support system meant everything to me. Seeing the room filled with so many past and present festival queens was a powerful reminder that there are so many confident women willing to pour into this project. It reassured me that this initiative will be supported not just by me but by a community of strong women,” she reflected.

For Birch-Gentles, being a make-up artist has never felt like work. Combining her love for art with her passion for leadership and helping others makes this project genuinely worthwhile. By June 2026, she hopes to see more confident young women stepping into spaces boldly, more women turning their passions into businesses, and more young women staying rooted in their culture.

Her ambitious plans include visiting two schools per month, and her advice to girls and young women pursuing their dreams is simple: “Start small. Don’t be afraid to make mistakes, because that’s how you learn. Nothing is wrong with imperfection, and you won’t always have the right answers, but never stop believing in yourself. No one is an island, and no one stands alone, so seek help where needed. Having trusted friends and family is crucial to your development.”