Today we’d like to introduce you to Josiah Chavez.
Hi Josiah , it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
My journey in beauty started with a genuine love for makeup and the way it could make someone feel not just how it could make someone look. I became a licensed esthetician in 2021 through California Cosmetology Academy, and from there I began building my career as a freelance makeup artist.
Like many small-business owners, my journey wasn’t overnight. I started by taking opportunities wherever I could, learning through every client, investing in my education and my kit, and slowly building a name for myself. I’ve had the opportunity to work with so many different women, personalities, skin types, and occasions, and every client has taught me something that has helped shape the artist and business owner I am today.
Over the years, I grew my business, Mamacita Beauty Makeup, into a travel makeup business serving clients throughout California, while also creating a beauty space of my own in Hollister. What started as a passion eventually became a business that allows me to combine my love for makeup, skincare, artistry, and connecting with people.
Social media has also played a huge role in my journey. I’ve learned that building a business online is about so much more than likes or followers. I’ve shifted my focus toward creating genuine connections, sharing my story, educating my audience, and turning that community into real opportunities and bookings.
Today, I’m still growing and learning, but I’m incredibly proud of how far I’ve come. I’ve gone from simply dreaming about being a makeup artist to building a brand, working weddings and events, creating content, collaborating with other creatives and brands, and creating opportunities that I once only hoped for.
I think the biggest lesson my journey has taught me is that you don’t have to have everything figured out before you start. You just have to be willing to start, stay consistent, invest in yourself, and keep going even when the vision isn’t fully clear yet. I’m still becoming the woman and business owner I envisioned, and that’s what makes this journey so exciting.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Definitely not. There have been a lot of highs, but there have also been moments where I questioned myself, my business, and whether I was really capable of taking everything to the next level.
One of the biggest struggles has been learning how to build a business while also growing as a person. When you’re a small business owner, you wear so many hats—you’re the artist, the content creator, the scheduler, the customer service person, the marketer, and sometimes your own biggest critic. There were times when I compared my journey to other artists online and wondered why things weren’t happening for me as quickly as they seemed to be happening for everyone else.
I’ve also had to learn that growth doesn’t always look the way you expect it to. There have been slow seasons, missed opportunities, collaborations that didn’t work out the way I hoped, and moments where I had to set boundaries and recognize my own value. Those experiences taught me that not every opportunity is the right opportunity, and that protecting my time, energy, creativity, and business is part of being successful.
There have also been very personal challenges that changed the way I see myself and my life. Rebuilding different parts of myself while simultaneously building a business has not always been easy, but it has made me more intentional about the woman and business owner I want to become.
Looking back, I’m actually grateful for many of the difficult moments. They forced me to stop looking for validation in numbers and start focusing on the quality of my work, the relationships I’m building, and the life I’m creating. The road hasn’t been smooth, but every setback has taught me something that I wouldn’t have learned from success alone.
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 licensed esthetician and professional makeup artist, and I’m the owner of Mamacita Beauty Makeup, based central California. I specialize in soft glam, full glam, bridal makeup, quinceañera makeup, and special-event makeup, with a focus on creating looks that enhance my clients’ natural beauty while still making them feel elevated and confident.
One thing that really sets me apart is my background as an esthetician. I don’t believe makeup should just sit on top of the skin—I believe the makeup starts with the skin underneath it. I take the time to understand my client’s skin, customize their prep, and make sure their skin is properly prepared before I ever pick up a brush. That attention to skin prep has become a huge part of my artistry.
I’m also known for creating a comfortable, welcoming experience for my clients. Whether I’m traveling to a bride on her wedding day or working with someone who may not wear makeup often, I want them to feel seen, comfortable, and confident in my chair. My goal isn’t to make everyone look the same; it’s to create a look that feels like the best version of themselves.
I’m especially proud of how much my business has grown from something I was simply passionate about into a brand and career that I’ve intentionally built. I’m proud of every client who has trusted me with an important moment in their life, from weddings and quinceañeras to birthdays, photoshoots, and milestones.
What I’m probably most proud of, though, is the community I’m building around my work. Makeup is obviously a huge part of what I do, but I want Mamacita Beauty Makeup to represent confidence, self-expression, and reminding women that they deserve to invest in themselves. I’m not just building a makeup business ’m building something that reflects who I am, what I’ve overcome, and the kind of impact I want to have on the people I meet along the way.
What sort of changes are you expecting over the next 5-10 years?
think the beauty industry is going to continue becoming more personal, community-driven, and inclusive over the next 5–10 years. Social media has completely changed the way consumers discover products and artists, and I think we’re going to continue seeing a shift away from traditional advertising toward creators who can genuinely connect with their audiences and show how products fit into real life.
I also think artistry and education will continue to become even more important. People want to understand what they’re putting on their skin, how to use products correctly, and how to create looks that actually work for them. As a licensed esthetician and makeup artist, I love being part of that conversation because I’m able to combine skincare knowledge with makeup artistry.
I’m especially excited about the opportunities that are being created for independent artists and creators to work directly with major beauty brands. I see a future where artists aren’t just promoting products—we’re helping shape campaigns, creating education, developing products, and bringing a real artist’s perspective to the table.
Personally, I see myself growing alongside the industry. My goal is to continue expanding Mamacita Beauty Makeup, work with larger beauty brands, create meaningful campaigns, and use my platform to inspire other artists and women who are building something of their own. I don’t want to simply keep up with where the industry is goin I want to grow into a place where I can help contribute to it.
Pricing:
- Wedding makeup 650$
- Special occasion makeup $225
- Travel fee 50$ per 50 miles
Contact Info:
- Instagram: @mamacitabeautymakeup
