Today we’d like to introduce you to Tori Ward.
Hi Tori, so excited to have you with us today. What can you tell us about your story?
I’ve always been drawn to both the tattoo world and the beauty industry. I grew up surrounded by art, constantly drawing, painting, and experimenting with anything creative. That love for art and beauty really shaped who I am!
Right after high school, I developed rheumatoid arthritis, which completely changed the direction of my life. I was too sick and fragile to attend college that first year, and during that time at home, I really immersed myself in makeup. It became both a creative outlet and a form of healing for me. Once my health became more manageable, I started working professionally as a makeup artist.
I loved it, the artistry, the people, the transformation but by the time I was about 23, I realized the physical demands of that work weren’t sustainable for me long term. Still, I knew I wanted to keep creating and connecting with people, so when I discovered microblading in 2017, everything clicked. I took my first training with Deluxe Brows and absolutely fell in love. It was challenging, technical, and creative all at once and I spent countless hours practicing patterns and brow shapes until I mastered it.
I quickly realized how meaningful this career could be. I wasn’t just doing makeup anymore I was helping people of all genders regain confidence, feel more themselves, and even heal emotionally through that transformation in a more permanent way. And at the same time, I gained a career that I’m so deeply passionate about and gave me more flexibility to care for my health.
In the early days, I rented rooms in different spas and salons, but I missed the energy of working alongside other artists. That inspired me to open Ethereal Studio in 2018, an open-concept, women-run and operated studio that offers both permanent makeup and body art. It’s a safe, creative, and collaborative space where we can all grow together.
Now, nearly nine years into my career, I’ve reached a new chapter. I still love taking clients, but I’m shifting much more of my focus into education mentoring and training other artists to help them build sustainable, fulfilling careers just like I did.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely hasn’t been a smooth road, but I think that’s what’s made me who I am as a business owner. One of the biggest challenges for me has been learning how to navigate my health while building a business. Living with rheumatoid arthritis taught me early on that I had to adapt and find a balance, learning when to push forward and when to rest, without ever losing sight of my goals. It really forced me to develop a lot of self-motivation and self-discipline.
On top of that, this industry is hard. It takes a lot of consistency, patience, and passion to succeed. When I first started, permanent makeup was still pretty new, most people didn’t even know what microblading was, and there weren’t many resources or mentors available. I had to figure out a lot on my own, do tons of research, and make plenty of mistakes along the way. I had to learn everything from branding and marketing to client management completely on my own.
Even now, at the level I’m at, I think it’s so important to always stay a student. This industry evolves so quickly new machines, pigments, and techniques are coming out constantly and if you stop learning, you fall behind. I really pride myself on continuing to grow, take advanced trainings, and adapt as technology and artistry evolve.
So no, it hasn’t been easy, but every challenge has taught me something that made me stronger. It’s been worth every bit of effort because I’ve built something that not only fulfills me but also helps others grow and succeed too.
Thanks – so what else should our readers know about Tori Celina Beauty?
My personal business is Tori Celina Beauty, and I also own Ethereal Studio, a women-run and operated collective studio in San Diego. Under my own brand, I specialize in permanent makeup specifically hyper realistic nano brows, ombré brows, and lip blush as well as Jet Plasma skin rejuvenation treatments. My work focuses on creating hyper-realistic, natural results that enhance each person’s unique features while keeping everything soft, balanced, and timeless.
I love that I get to combine my background in art and beauty with advanced technology and technique. With services like Jet Plasma, I’m able to help clients not only enhance their features but also improve their skin health and texture in a completely noninvasive way.
Outside of taking clients, I’m also an educator. I teach both beginner and advanced Nano Brow trainings, where I help new and experienced artists master their technique, understand color theory and facial structure, and build sustainable, successful businesses. Teaching has become such a huge passion of mine there’s nothing more rewarding than watching my students gain confidence and grow into their own artistry.
My studio, Ethereal Studio, was created as a safe, collaborative space for women artists. Alongside my own services, our team offers a variety of other beauty and tattoo services, including body art, lash lifts, brow lamination, tooth gems, brow and lash tinting, and more. Every artist brings something unique, and together we’ve built a studio that’s rooted in creativity, support, and empowerment.
What truly makes us different is the environment we’ve created. Ethereal Studio isn’t just a salon it’s a community. It’s a space where women support other women, where artistry and professionalism meet compassion and care. We put just as much focus on the experience and the emotional impact as we do the technical side of our work. Clients come in for a service, but they leave feeling empowered, seen, and confident.
I’m most proud of the brand and community I’ve built, a space that not only delivers high-quality, natural results but also uplifts other women and encourages confidence from the inside out. Whether someone comes in for brows, a lip blush, Jet Plasma, or a training, my goal is always the same: for them to leave feeling more confident, inspired, and cared for.
What quality or characteristic do you feel is most important to your success?
I’d say the quality that’s been most important to my success is resilience. My journey hasn’t been easy from managing a chronic illness to building a business completely on my own, I’ve had to adapt, stay self-motivated, and keep pushing even when things felt overwhelming. That resilience has shaped everything I do.
I’ve also learned that self-discipline and consistency are just as important as creativity in this industry. It’s not just about being talented it’s about showing up every day, holding yourself accountable, and continuing to learn and evolve no matter how long you’ve been doing it.
Lastly, I think staying humble and hungry to grow has been a big part of my success. I never want to feel like I’ve “arrived.” The beauty and tattoo industry changes so fast new techniques and technology are always coming out and I think a big reason I’ve been able to grow is because I’m constantly studying, practicing, and staying curious.
Pricing:
- Nano Brows $750
- Ombre Brows $600
- Lip Blush $600
Contact Info:
- Website: https://toricelinabeauty.com
- Instagram: https://instagram.com/toricelinabeauty
- Yelp: https://yelp.com/toricelinabeauty
