IN CONVERSATION WITH ROCIO SORIA
interview by JANA LETONJA
photography LEYLA STEFANI
Rocio Soria is the definition of resilience, authenticity, and glam. From working in fields and fast-food chains to becoming one of TikTok’s most beloved beauty creators with nearly 2 million followers and 56 million likes, Rocio has turned her passion for affordable beauty into a movement. Known as everyone’s “affordable bestie,” she’s built a digital empire around makeup dupes, budget-friendly hacks, and relatable lifestyle content that resonates deeply with young moms, immigrants, and women chasing their dreams. Rocio’s story is one of grit, gratitude, and glamour. And she’s only getting started.
You've shared openly about working field jobs and fast food before becoming a beauty creator. How has your past shaped the creator you are today?
Those jobs gave me perspective. If I could handle long days with dirty hands under 90 - 100 degree weather, then I can handle anything in this industry. That’s why I give everything 110% as a creator, because I know what it feels like to have nothing, and I never want to take these opportunities for granted.
When you were working at Ulta, did you ever imagine beauty could become your career?
No, never. I honestly thought my career path would just be leveling up at Ulta, maybe becoming a store manager one day. I didn’t think people would care what I had to say, or that I could influence anyone. Back then, I didn’t see myself fitting the mold of a beauty influencer. I had very native features, I’m Oaxacan, and I never saw anyone who looked like me in that space. But one day, I asked myself, why not me? That shift changed everything. Like, why not take up space? This mindset helped me create a lane where someone like me could exist.
Your content around makeup dupes and affordable finds has made you everyone's "affordable bestie." Why is accessibility in beauty so important to you?
Accessibility in beauty matters to me because I’ll never forget where I started. I was the girl stretching $20 a week, recreating tutorials with Dollar Tree makeup, and making it work with whatever I had. That’s why my content will always be for the single mom, the broke college student and the ones hustling for their dreams. Because feeling confident should be inclusive, not exclusive.
What's the secret to creating content that feels both glamorous and relatable?
The secret to making content that feels both glamorous and relatable is simple. I ask myself if I came across this video, would I stop and care? Would I double tap and save this video? If the answer is no, then I don’t post it. I create with the audience in mind first, making content I’d genuinely want to engage with. That’s what keeps it authentic, relatable, and viral.
In 2024, you were nominated for Allure's Reader's Choice Awards. What did that recognition mean to you?
This recognition meant so much to me because I was in a pool of incredible creators like Monet McMichael, Mikayla Nogueira, Alix Earle, Jackie Aina and so many others I’ve admired. To be nominated alongside them was an honor in itself. But what made it even more meaningful was that Allure recognized me as a first-gen Latina and daughter of immigrants. This was a reminder of how far I’ve come & how important it is to keep opening doors for others who come after me.
You've leaned more into fashion lately. How would you describe your style, and what inspires it?
I’ve lost 45 pounds since last October, and with that I’ve been rediscovering my style. Fashion has always been a love of mine, and now I feel more confident showing that side of myself. I’d describe my style as elevated casual wear with a New York–chic edge. I have nailed my everyday athleisure but I’ll refine it by adding pieces like a trench coat, designer scarf, black shades, or gold jewelry. It’s all about balancing comfort with sophistication, so even as a mom of two, I can look polished while still feeling practical.
How do you balance being a mom, a partner, and a creator while also focusing on your own growth?
Balancing being a mom, a partner, and a creator while also focusing on myself is insanely hard. The truth is, motivation comes and goes. Some days you feel on top of the world, others you don’t. What gets me through is discipline and routine. Discipline is what pushes me through the chaos, and I’m grateful to have my husband’s support. He’s a stay-at-home dad, comes with me on trips, and runs the background show so I can run the main show.
If you could leave your audience with one message about beauty, resilience, or life, what would it be?
I heard a quote once that changed my life. It said, “The reason you want it so badly is because a version of you in the future already has it.”
