How a YouTube creator from Philadelphia used social media to build a beauty empire

In an industry often critiqued for its lack of inclusivity and representation, Tatiana “Beat Face Honey” Ward’s journey stands as both an inspiration and a masterclass in entrepreneurial hustle. Her story represents a modern-day beauty fairytale—one that began in Philadelphia strip clubs and reached the glamorous heights of celebrity makeup artistry through strategic social media use and unwavering self-belief.

Ward’s career demonstrates the power of digital platforms to bypass traditional industry gatekeepers, while her business acumen showcases how Black women can build sustainable beauty empires on their own terms. For aspiring Pan African beauty professionals, her path offers valuable lessons in leveraging digital tools to create opportunities where none seemingly exist.

The Meteoric Rise: From Local Artist to Celebrity MUA

Humble Beginnings

Before working with A-list celebrities, Ward honed her craft in unlikely environments. After moving back to Philadelphia and struggling to find work, she took jobs at local strip clubs—an experience she credits as instrumental to her development.

“The strip club is where I really learned my makeup skills,” Ward recalls. “Any type of girl would walk in on any given day. It could be an Asian girl who wants green glitter, or a White girl who’s on heroin and nodding out and she wants you to fix whatever—it was just any type of girl, any time of makeup” .

This diversity of clients forced her to adapt to different skin tones, features, and preferences—a skill that would later prove invaluable when working with high-profile celebrities in the beauty industry.

The Breakthrough Strategy

Ward’s transition from local makeup artist to celebrity status demonstrates her innovative approach to career-building. Rather than waiting to be discovered, she mobilized her social media followers to campaign on her behalf—a strategy she successfully deployed multiple times:

· The Brandy Campaign: After learning singer Brandy would be in Philadelphia, Ward directly asked her YouTube followers to “harass” the celebrity with her name. “I posted this video, and I was like, ‘Guys, I really want to do Brandy’s makeup. If you could tag her and tweet her and just continue to ask her, it would be awesome,'” Ward explained. The strategy worked—Brandy personally reached out two days before the concert .

· Securing Nicki Minaj: When Ward learned through a follower’s comment that Nicki Minaj needed a makeup artist in New York, she immediately activated her “Beat Face Brigade”—her term for her loyal followers. She posted Minaj’s request and told her followers, “If ya’ll could get me Brandy, you can get me Nicki.” The resulting social media campaign caught Minaj’s attention, leading to a personal phone call that would change Ward’s career trajectory .

Celebrity Connections: The Power of High-Profile Partnerships

The Nicki Minaj Partnership

Ward’s most significant celebrity relationship has been with global superstar Nicki Minaj, whom she has worked with consistently since 2013 . Their professional relationship began with that fateful direct outreach and has evolved into a long-term collaboration.

The initial connection came when Minaj personally called Ward after seeing the social media campaign. Ward recalls the life-changing moment: “She said, ‘Alright. I’m going to get somebody to call you in a couple minutes and I’m going to get you to New York and we’re going put you up (in a hotel), and I’m going see if I like it.’ Child, I ran out my door screaming—and I live in the hood in Philly” .

Minaj has expressed appreciation for Ward, stating she is “a big supporter of women who came from nothing and worked their way to the top” . Beyond technical skills, Ward credits her social media presence as a factor in securing this opportunity, noting that Minaj felt comfortable working with her because her brand consistently aimed to “inspire, create and uplift” .

Expanding Celebrity Clientele and Industry Recognition

Ward’s work with Minaj opened doors to other high-profile opportunities and media features. Her celebrity clientele expanded to include other prominent figures like Brandy, whom she successfully campaigned for and eventually worked with on multiple occasions .

Her growing reputation led to features in major publications including Teen Vogue, Elle Magazine, Buzzfeed, and Ebony Magazine, significantly raising her profile within the beauty industry . She has also made television appearances as an on-air beauty contributor on networks including BET, The Steve Harvey Show, CNN, and the FOX Network .

Financial Aspects: The Business of Beauty

The Reality of Salary Information

While specific earnings from Ward’s work with Nicki Minaj or other celebrities are not publicly disclosed in the search results, her financial transformation is evident. She openly references her humble beginnings, mentioning “my $1,300 car that broke down and how I had to walk to work” just a year before working with Minaj .

Diverse Revenue Streams

Like most successful makeup artists today, Ward has built a diversified income portfolio that likely includes:

    · Celebrity Services: Fees for working with high-profile clients like Minaj, either on retainer or per-project

    · Media Appearances: Compensation for on-air contributing roles

    · Educational Content: Revenue from her YouTube channel which has amassed over 13 million views worldwide

    · Live Education: Income from traveling “the world” to conduct live classes and private sessions

Business Ventures: Building a Brand Beyond Services

Ward has extended her expertise into product development with the launch of BeatFaceHoney Luxury Lashes and accompanying products . Her approach to business reflects her understanding of her audience and their economic realities.

“Keeping the quality of my lashes high and the cost of them low. That’s what’s most important to me!” Ward states on her website. “To do this, I simply don’t profit as much as other lash brands and I’m ok with that! I want you to get the best for the least!” .

This customer-focused pricing strategy demonstrates her commitment to accessibility while building a sustainable business—a balance that resonates particularly with consumers from communities often overlooked by mainstream beauty brands.

Guidance for Aspiring Black Makeup Artists

For young Black girls across the Pan African diaspora looking to follow in Ward’s footsteps, her career offers actionable strategies:

1. Master Your Craft Through Diverse Experience: Ward’s time working in strip clubs provided invaluable, real-world experience with clients of all skin tones and preferences. Seek opportunities to work with diverse clients to build versatility.
2. Leverage Social Media Strategically: Don’t just showcase skills—use platforms to build community and mobilize support. Ward’s “Beat Face Brigade” became her most powerful marketing tool when she directed their energy toward specific goals.
3. Create Your Own Opportunities: Rather than waiting for discovery, Ward proactively created campaigns targeting specific celebrities. Identify your goals and develop creative ways to attract attention directly.
4. Develop Multiple Revenue Streams: Combine service-based work (celebrity clients), education (classes and content), and product sales to build a sustainable business less dependent on any single income source.
5. Maintain Authentic Brand Values: Ward’s focus on inspiration and upliftment attracted clients who aligned with those values. Let your brand reflect your genuine personality and principles.
6. Embrace Every Learning Experience: Ward acknowledges early missteps (like not carrying a mirror to her first Minaj show) but emphasizes how seasoned professionals offered patience because they recognized her talent and hunger .

Conclusion: A Lasting Legacy

Tatiana “Beat Face Honey” Ward’s journey from Philadelphia to international recognition exemplifies the transformative power of combining traditional makeup skills with digital age entrepreneurship. Her success lies not just in technical ability but in understanding how to build community, create opportunities, and diversify her brand.

Perhaps most inspiring is Ward’s reflection on finding her true purpose: “I thought that I was supposed to be an entertainer but really, I was supposed to assist entertainers” . In this realization, she embodies a powerful lesson for aspiring beauty professionals—that success isn’t just about being in the spotlight, but about finding where your unique talents can shine brightest.

For the next generation of Pan African makeup artists and beauty entrepreneurs, Ward’s career offers both inspiration and a practical blueprint: master your craft, build your community, create your opportunities, and always remember that your unique perspective as a Black woman in beauty isn’t a limitation—it’s your greatest advantage.