Born in Ukraine and raised in Israel, I've spent the last 15+ years building a multifaceted career in the beauty industry—combining hands-on artistry with content creation, product innovation, and brand building.

My Journey

My foundation in beauty started as a professional makeup artist, working across fashion, celebrity, television, and bridal makeup. This hands-on experience gave me an intimate understanding of how products perform in real-world applications and what consumers truly need.

In 2010, I pioneered Israel's first beauty-focused YouTube channel—long before influencer culture became mainstream. What started as a passion for sharing makeup knowledge evolved into a full-scale content production operation. As a self-taught creator, I've shot, edited, and retouched thousands of videos and images while building an engaged community of beauty enthusiasts across generations.

My unique combination of skills—makeup artistry, photography, retouching, social media strategy, and brand management—allowed me to see gaps in the market that others missed. This led me to found YANA PROVIZ, where I developed 92+ SKUs from scratch across color cosmetics and skincare. I personally oversaw every detail: from initial concept and formulation development to packaging design, quality control, and market launch.

My Approach

Whether I'm creating content, applying makeup, or developing products, my philosophy remains the same: beauty should be accessible, authentic, and impossible to mess up. I create for real people navigating their everyday lives—not just for professionals or perfect lighting conditions.

As a content creator, I own every aspect of production: shooting with my Sony A7III, editing in Final Cut Pro, and retouching in Photoshop and Lightroom. Every frame you see is captured, crafted, and perfected by my hands.

As a product developer, I built formulations from the ground up—creating proprietary vegan and cruelty-free products that challenged traditional beauty boundaries while meeting real consumer needs.

Now based in Los Angeles, I'm passionate about continuing to create content that demystifies beauty, develops innovative products, and tells compelling brand stories that resonate across platforms and generations.