
By Rhoshima Bromfield
Baltimore Watchdog Staff Writer
Jelianys Alvarado never imagined she would be the first makeup artist in Hagerstown to have her own business kiosk at the local mall.
“I never expected for me to actually be this successful with this whole makeup thing, but I’m doing it,” said Alvarado, who eagerly awaits the grand opening of her business on March 28 at Valley Mall.
The 22-year-old single mother who goes by the nickname “Jelly” said her makeup business includes all the latest features. Alvarado creates anything from over the top sparkly eyes, cut crease or a fun Halloween look to a very natural look.
Women sport her masterpieces at proms, weddings, parties and other special events. Jelly said she can create magic just for basic everyday events.


Being self-employed is one key benefit for Alvarado who is pregnant with her second child. Her prices vary from $50 to $80, depending on the kind of look the client wants. When she first began working as a makeup artist, her prices were relatively low but she charges more now that her skills have improved, her client base has grown and her name recognition has taken off.
The work of makeup artists is more popular today among celebrities, actors and other performers. One online statistical source said that in 2012, there were 3,000 makeup artists employed for theatrical and performance events, motion pictures and television broadcasting industries. The basic hourly rate is around $32, officials said.
Alvarado started experimenting with makeup at the age of 15.
“It started with my eyebrows,” said Alvarado. “I started watching YouTube videos on how to do them then I learned how to contour then just became in love with the art of it.”
Alvarado said that Kim Kardashian’s makeup is what inspired her to really get into the craft. Kardashians’ makeup artist is Mario Dedivanovic. Huda Kattan was another popular makeup artist at the time who now has her own makeup line.
At the time when Alvarado had begun to explore, contouring was starting to become popular. Contouring is making your cheekbones appear higher than they really are by using darker makeup then blending.
Once Alvarado realized that there were many more ways to use makeup to enhance facial features, she tried other things. She played with bright eyeshadows to make them blend into a nice design, applying fake eyelashes, using colored lipsticks and lip gloss and more.
Being skilled in the craft is the key to success for self-employed artists like Alvarado. She said he enjoys making her own schedule and setting her prices. However, she said there sometimes are slow periods during the year when clients don’t require makeup services as much.
Alvarado was born in San Juan, Puerto Rico and was raised in Hagerstown by her mother Brenda Berdecia and her stepfather Hery Hernandez. She graduated from South Hagerstown High School in 2016. A year later her first baby boy, Zaire, was born. During this period, Alvarado worked part-time at Chick-fil-A and studied makeup.
Friends and family were her biggest fans initially as she started to show exceptional skills with makeup. Once she realized how talented she was, she applied for a fulltime job at MAC cosmetics in Fredrick. The job enabled her to meet a lot of people, network and build her clientele.
“I loved working at MAC, but there were honestly no benefits,” Alvarado said. “I only was able to get paid hourly, we weren’t allowed to accept tips and the amount they charged for me to do the makeup went to the company.”
After a few months, Alvarado decided to take her talents elsewhere, leave MAC and start a business on her own.
Alvarado acknowledged the difficulties of balancing motherhood with being a makeup artist. But, she learned ways to manage her time.
“It’s a little easier now that Zaire is older so he doesn’t completely need my undivided attention,” she said. “It was a little tough at first because he wasn’t able to understand what work was. I also am extremely blessed to have tons of support from my family so if I ever need them to babysit for me they’re there.”
Alvarado has established about 11 loyal clients. Tekeira Ebersole, who also is in the makeup industry, is one of them.
“I met Jelly on Instagram from seeing her work being promoted and I have been going to her ever since, she inspires me so much,” Ebersole said. “It’s amazing seeing someone that I know personally taking big steps in life. I don’t know anyone else out here doing it like her.”
Alvarado said it is important to develop rapport with clients to make sure they return.
“I love my job and I really try to make sure I create a friendship on top of doing bomb makeup,” Alvarado said.
With a Kiosk at the mall, Alvarado said she hopes to build her clientele base. Eventually, she said she wants to rent her own space to do makeup and have up and coming makeup artists work for her. In addition, she wants to create her own products. So far, she has her own eyelash line that she uses on her clients. The eyelashes are available for purchase, she said.