YA-YA's passion for makeup began at a young age when she first picked up her mother's tube of lipstick. She was fascinated with the colors and textures, and used it to transform herself and her friends.

YA-YA was born in Israel where she was influenced by the colors of the desert sunrise and the Mediterranean sunset.

In her early 20's YA-YA moved to San Francisco. Her love for makeup and color took over and she became part of the beauty industry. YA-YA has worked and trained with some of the leading make-up brands. She is a color specialist and an expert in custom blends. She works with photographers, magazines, fashion designers and celebrities. YA-YA is one of the most promising upcoming makeup artists.

Following her passion for makeup, YA-YA decided to move to New York City, but still touches faces and hearts all over America.