Rising Stars: Meet Eliana Jalali of LOS ANGELES

Today we’d like to introduce you to Eliana Jalali.

Hi Eliana, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I’ve always been drawn to creative expression. Growing up, I loved performing arts, which eventually led me to attend a performing arts magnet high school. That’s really where my love for makeup began. Before dance shows, we’d experiment with different looks, and I became obsessed with creating makeup that matched our costumes and brought the performance to life. I was constantly asking my mom to buy me new Coastal Scents 100-pan eyeshadow palettes so I could play with color and push my creativity.

After graduating high school, I took a gap year abroad and later enrolled in community college, but I quickly realized it wasn’t the right path for me. I decided to pursue trade school instead and became a certified makeup artist. Ironically, I immediately fell out of love with being a working MUA. At the time (around 2014), everyday clients weren’t as familiar with makeup artistry, and I often found myself being told my work was “too glam” even when they had shown me reference photos of Kim Kardashian’s iconic bombshell smokey eye. Meanwhile, I was barely even getting started, I had simply applied a skin-toned transition shade in the crease. It became creatively frustrating.

However, during that time, I noticed something important: I was constantly being asked questions about products, techniques, and how to recreate certain looks. That’s what inspired me to start a YouTube channel. I wanted a space where I could direct people to learn at their own pace, while also sharing my knowledge more broadly. Over time, I built a community of around 32,000 subscribers.

As social media evolved, I experimented with Instagram, where I leaned into my love for photography and visual storytelling. While I enjoyed the creative side, growth there didn’t come as naturally to me.

In 2019, I recognized the shift toward short-form video and decided to fully commit to TikTok. I started by posting a variety of content, and one of my early viral moments came from a series where I documented removing a skin tag at home, something that unexpectedly resonated with a wide audience. From there, I leaned into product reviews, which had already proven to be my strongest content on YouTube.

When TikTok Shop launched, it felt like a natural evolution. I had already been sharing product recommendations, so having a seamless way for viewers to shop directly through my content made perfect sense. I made a commitment to show up consistently (posting every single day for a year) and that discipline completely changed my trajectory. Through that consistency and authentic approach, I was able to pay off half of my debt in one year, and I’m continuing toward that goal.

What I love most about what I do now is the ability to share honest, relatable reviews. While TikTok Shop can sometimes be seen as overly sales-driven, my focus has always been on authenticity. I’m not here to push products, I’m here to share what I genuinely love, why it works for me, and how it might work for someone else.

We all face challenges, but looking back would you describe it as a relatively smooth road?
One of the biggest challenges in my journey has been starting over, multiple times. From building on YouTube to transitioning into TikTok, I’ve had to rebuild my audience from scratch more than once. Each time came with uncertainty, but it also forced me to evolve and stay adaptable in a constantly changing industry.

Consistency has also been a major challenge, especially behind the scenes. Committing to posting every day for a year wasn’t just about discipline, it meant showing up on days when I felt creatively blocked, tired, or even under the weather. What helped me push through was learning how to work with my creativity instead of against it. I started batching content on days when I felt more inspired, so I’d have videos ready to go during slower or more difficult periods. That shift made a huge difference and is something I still rely on today.

Another ongoing challenge has been comparison. In the age of social media, it’s incredibly easy to look around and see creators who started later but seem to grow faster or reach milestones more quickly. That can be discouraging, and it’s something I still have to actively work through. But I’ve learned to reframe that mindset and remind myself that growth isn’t one-size-fits-all. My audience will find me, and the right opportunities will align.

Even during moments of doubt, I’ve continued to receive incredible opportunities, which has reinforced that brands see my potential and genuinely value the work I create. That’s been a huge motivator in staying grounded, trusting my path, and continuing to show up authentically.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I’m a beauty and lifestyle content creator specializing in product discovery, in-depth reviews, and visually driven storytelling across both everyday routines and elevated experiences. While my foundation is in beauty, shaped by my background as a certified makeup artist and my early years on YouTube, I’ve naturally expanded into travel and lifestyle content as well.

In beauty, I’m best known for my honest, highly detailed product reviews, particularly in short-form video. I focus on testing products in real-life scenarios and breaking them down in a way that feels both informative and relatable, so my audience can make confident purchasing decisions.

Beyond that, I also create travel and experience-based content, including hotel spotlights, restaurant reviews, and curated activity guides. When I’m traveling, those pieces consistently perform at a high level because they offer the same thing my beauty content does: transparency, thoughtful details, and a clear perspective on what’s actually worth it. Whether it’s a product or a destination, my goal is always to help my audience decide where to invest their time and money.

Visually, my work is rooted in strong composition and storytelling. I’m a passion photographer, and that carries into my content through intentional framing, lighting, and overall aesthetic. I aim to create content that feels both aspirational and accessible.

What sets me apart is my approach to authenticity, especially within the TikTok Shop space. While it can often feel very sales-driven, I’ve always prioritized trust over quick conversions. I’m selective about what I share and focus on products and experiences I genuinely use and believe in. Because of that, my audience knows my recommendations come from real experience, not just trends.

At the core of everything I do, I see myself as both a curator and a resource. Whether I’m sharing a beauty product or a luxury stay, my goal is to deliver honest insight, strong visuals, and real value.

Is there a quality that you most attribute to your success?
I think the most important quality behind my success has been self-awareness.

I’ve had to be very honest with myself throughout my journey, recognizing when something wasn’t working, when a platform didn’t align with my strengths, or when I needed to pivot instead of forcing growth in the wrong direction. That awareness is what led me from being a makeup artist to starting YouTube, and later to fully leaning into TikTok and short-form content.

It’s also what helps me stay grounded in an industry that’s constantly evolving. Trends change quickly, and it’s easy to get caught up in what everyone else is doing, but I’ve learned to focus on what feels authentic to me and what genuinely resonates with my audience.

Alongside that, discipline has played a huge role. Showing up consistently, even on days when I felt unmotivated, creatively drained, or just not at my best,helped me build momentum and trust with my audience.

But ultimately, it’s the combination of those two things (self-awareness and discipline) that allows me to adapt without losing my voice. That balance has been key to building something sustainable and continuing to grow in a way that feels aligned.

Contact Info:

• Youtube: https://www.youtube.com/elianajalali
• Other: https://www.tiktok.com/@elianajalali