A Euphoria Women's Market Spotlight: The Beautee Plug
Tanya Jovel
For Tanya Jovel, beauty was never about chasing trends. It started quietly, practicing makeup on herself at 18, then naturally grew as friends began asking her to do theirs. What began as a side talent slowly evolved into something bigger, shaped by patience, precision, and an instinct for connection.
Four years ago, Tanya expanded her skillset after encouragement from her mother to explore lash extensions. Already working full-time in the dental field, she noticed the similarities right away. Both careers demanded steady hands, attention to detail, and a calm presence. This led to The Beautee Plug beginning to take shape, growing organically through word-of-mouth.
As demand increased, Tanya made a pivotal decision. Earlier this year, she stepped back from her full-time dental career, shifting to part-time so she could invest more time into her business. That leap allowed The Beautee Plug to expand beyond lashes into permanent jewelry and tooth gems, services that aligned perfectly with her love for accessories and her professional background.
Today, The Beautee Plug operates out of Warrenton and Haymarket, Virginia. Each location offers a tailored experience. Warrenton focuses on lash extensions and tooth gems, while Haymarket provides lashes and permanent jewelry. Growth has been fueled largely through community-based platforms, especially Facebook, where client recommendations continue to bring new faces through her doors.
What sets The Beautee Plug apart is the experience Tanya creates. Appointments are intentionally comfortable, from heated blankets and snacks to thoughtfully designed studio spaces. She reads each client carefully, allowing conversations to flow naturally or giving space when quiet is preferred. For Tanya, trust matters. Consultations begin before clients even arrive, ensuring expectations are aligned and comfort is prioritized. As she puts it, not all money is good money.
Her dental background adds another layer of confidence, particularly when working with tooth gems. With over a decade of experience, Tanya uses dental-grade products and thoroughly educates clients, creating a safer alternative to trends that often lack professional oversight.
Beyond technique, The Beautee Plug is deeply personal. Family plays a central role in Tanya’s journey, from her parents’ unwavering support to her husband stepping in as a true partner, especially while raising children. Pop-ups often become family moments, with her kids watching their mother build something of her own.
As The Beautee Plug continues to grow, Tanya remains grounded in her purpose. Create beauty that feels intentional. Build relationships, not transactions. And prove that with patience and passion, small ideas can become sustainable futures.