Influencers wear a lot of makeup — and when they need to take it off, they call #YoliGlo.
Yolanda Mata, who goes by Yoli or YoliGlo (also her Instagram handle), is the go-to aesthetician for YouTubers such as James Charles, Patrick Starrr, Desi Perkins, Jeffree Star and the Dolan Twins.
Based in Los Angeles, she’s developed a host of industry clients as well, including celebrity makeup artists Mario Dedivanovic, Daniel Martin and Matthew VanLeeuwen, and hairstylist Mark Townsend — and that’s not to mention her Hollywood clientele, who she prefers not to name. But it’s remedying the skin of YouTubers, who have a specific set of skin-care needs thanks to heavy makeup and hot lights, that have elevated Mata to her own influencer status — she counts 86,500 followers on Instagram.
Mata’s method is about healing the skin, she says, and involves a lot of manual facial massage and lymphatic drainage to get her signature “YoliGlo.” Working with influencers, she’s had to employ more of a “literal deep cleaning” approach to get all that makeup off. Makeup concepts such as baking were once foreign to Mata, and the amount of product that influencers, especially YouTubers, use in a day was particularly shocking — “It made me cry,” she says.
These days, when she’s not clearing acne with skin-care suggestions rooted in holistic wellness — at least one half of The Dolan Twins cured a case of cystic acne with Mata’s advice to remove dairy from his diet — she’s also attending influencer events, promoting Tatcha products as part of her brand ambassador role.
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Mata caught up with WWD ahead of a trip to New York to support the launch of Tatcha Ageless Revitalizing Neck Cream, $99.98, on QVC this week. Here, she talks about the effect Patrick Starrr has had on her career, why she avoids high-tech skin-care, and Instagram story-ing from the farmers market.
WWD: How did you get into skin care?
Yolanda Mata: I was born in El Salvador and grew up on a farm. When I moved to the U.S., I started babysitting and walking dogs to make money, and I saved enough money to go to aesthetician school. I had to [get licensed] but I didn’t like what they were teaching me. I never liked machines, I like facials by hands — [I do] everything naturally. That’s where Tatcha [comes in] — I like using products [with natural ingredients]. I met Vicky [Tsai, founder of Tatcha] nine years ago.
WWD: Tell me more about your approach to doing facials.
Y.M.: Every time I give someone a facial, I want to give them a head-to-toe experience. It’s almost like a healing therapy — I [use] crystals because they have great energy. I like to inform people about healthy eating [and how that affects skin]. Influencers have a lot of acne because they wear a lot of makeup. I always tell them in a very gentle way, “Maybe if you stop eating dairy, [your skin will get better].” My approach is nutrition and healthy skin care at home. I like to use things you have in the kitchen — chamomile flowers, rose, sugars, tea tree oil.
WWD: How did you get involved with the influencer community?
Y.M.: Vicky was with Patrick Starrr in Mexico [at a Tatcha event]. He was having a lot of problems with his skin and approached Vicky for help. She told him, “I have a facialist in L.A. who is the only person who touches my face — let me see if she has time for you.” I went to do his facial and he went crazy [Snapchatting] me. I was so booked I couldn’t give him another facial for several months. He was my first influencer — he had a lot of ingrown hairs and acne underneath his chin because he wears a lot of makeup. It [spread] through word of mouth. People ask me how I got all the YouTubers — the truth is that I do a good job, because if I didn’t, they’d move on to the next person. My reputation is that I help heal their skin — they’re eating better and they’re taking off their makeup. Customer service is so important — I make sure they leave me not just with good skin, but good energy and the feeling that you want to come back. I do lots of people who wouldn’t pay to get a facial [otherwise], but they pay to come to me.
WWD: Do influencers have different skin needs than regular people?
Y.M.: The need for influencers is literally deep cleaning — they use so much makeup, they put powder under their eyes. They look like dolls. Instagram influencers want to look more natural — they want to look glowing.
WWD: When did your social media following start to take off?
Y.M.: I have gone from doing regular celebrities and regular people to the social media craziness. I already had a following — maybe 10,000 to 20,000 followers. After I started doing influencers, my Instagram grew really fast.
WWD: What’s your approach to social media?
Y.M.: I stay true to who I am. I [Instagram story] fruits and vegetables from the farmers market, or my crystals or my orchids.