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The Ambitious Beauty Collection is a global brand created in 2017 by serial entrepreneur Sunshine Smith-Williams. As an African American woman navigating the business world in the lifestyle category and more narrowly in health and beauty field she understands the challenge of unique consumer demands. The line of products she developed is powered by Celfie Cosmetics, a company known for statement-making colors and cruelty-free makeup. Ambassadors associated with the brand include celebrities and influencers worldwide like Edwina Kulego.