For many beauty professionals, the career path seems fairly straightforward: learn your craft, build a clientele, and grow behind the chair.
Jalia Pettis sees it as something far more expansive.
Her entry into the industry nearly 20 years ago came in response to a recurring gap she noticed while running 3Jay Productions, a model management firm she founded in Columbia, SC, while still working in corporate America. Many of the Black men and women she represented struggled to find professionals who could properly support their hair and makeup needs.
“I stepped up and said I would figure it out,” she says. “I did it wrong for a very long time. There was a lot of trial and error before I gained the skills and confidence I have today.”
From there, she built a foundation in makeup artistry before expanding into esthetics and hairstyling. Over time, her work grew beyond beauty services and into casting, creative direction, wardrobe direction, content strategy, and production planning.
After relocating to Phoenix in 2012, 3Jay Productions evolved into a creative agency and talent house focused on supporting underrepresented artists, stylists, photographers, and creators.
Today, its work spans editorial, television, film, live production, and commercial projects, with clients including George Benson, Lisa Leslie, Tabitha Brown, Stefon Diggs, and Safiyah Sinclair.
“What I always tell people is that while the names may change, the responsibility remains the same," Pettis says. "Whether I'm working with a celebrity, an athlete, a CEO, or someone stepping in front of a camera for the first time, my goal is to make them feel confident, prepared, and seen.”
Alongside her agency work, Pettis serves on the Professional Beauty Association’s 2026 Future Leaders Task Force as vice chair. She is the only member working independently in a styling capacity, a perspective she says differs from others in executive roles at larger companies.
“Over the next year, we hope to create conversations and resources that make industry pathways more visible and accessible,” she says, “especially for professionals who may not know where to start.”
Teaching has also become a central part of her work, offering her the chance to share practical, real-world knowledge in contrast to the more technical instruction often found at trade shows.
At the upcoming Be+Well | Beauty and Wellness Show in Las Vegas (formerly the International Beauty Show), Pettis is leading two classes: an editorial class focused on pushing creativity beyond traditional looks, and a deeper skin tones class centered on undertones, color theory, and techniques that support consistency across a wide range of complexions.
“What I want artists to understand is that trends will always change,” she says. “The professionals who stay booked are the ones who understand the fundamentals behind those trends.
“Both classes focus on technique, decision-making, and the reasoning behind why certain products and approaches work. When you understand the ‘why,’ you’re able to adapt as trends evolve, which ultimately creates stronger opportunities for your business.”
As a business owner, educator, and industry leader, Pettis points to one of her most meaningful career milestones: winning NAHA Makeup Artist of the Year in 2022. Her collection had been created the year prior and was not initially selected, leaving her discouraged because she understood the intent behind the work.
She chose to re-enter during the following year’s “remix” cycle, which she was permitted to do.
“When I won, my two sons came on stage with me, and my daughter handed me the award,” she recalls. “It was a special moment because they were able to witness why I was putting in all the hard work as an entrepreneur and beauty professional and see it pay off in real time.
“My collection was based on the regality of Black people and how I believe we should be seen. We come in several shapes, colors, and textures, and I wanted to spotlight that.”
Jalia Pettis is teaching "Modern Editorial Makeup: Trends, Technique & Application" and "Skin-First Makeup: Techniques for Deeper Skin Tones" at the Be+Well | Beauty and Wellness Show – Las Vegas (formerly International Beauty Show), taking place June 27-29. Registration is here; use promo code EDSALON20 for 20% off education.