“I am a beauty creator with a personality,” says Eula Arielle.
When you check the 23-year-old model and content creator’s TikTok page, you’ll find a balanced mix of makeup tutorials and comedy skits often poking fun at scenarios women her age experience, be it an annoying friendship situation or a tricky love life.
“I’m all about serving face, but I also don’t take myself too seriously online,” she jests. Her content, which is equal parts glamour and humor, she believes, sets her apart from the dizzying sea of beauty content pumped with regimented tutorials, curated lifestyles, and polished voiceovers.
When asked where she got her knack for acting, she regales us that her animated personality is rooted from the melodramatic teleseryes she watched when she was younger. She recalls imitating loaded dialogues from shows like Agua Bendita. “Sometimes we just do our own script. And then, when it comes to school roleplay, they always get me as the main character.”
Kieran Punay
And just like a provincial lass in a teleserye, she wanted to move from her hometown to the big city. Her ticket? Representing Benguet in the Miss World Philippines pageant.
Although Eula didn’t bring home the Miss World Philippines crown, that experience exposed her to the many opportunities Manila could offer a girl like her, eventually leading her to move to the metro not just to try her luck, but to create her own destiny.
Like a true Gen Z, she saw the power of social media. “I really wanted to be in front of the camera.” So she began posting online, returning to something she’d always enjoyed doing when she was younger: copying celebrities in skits. At first, it barely moved the needle, but she kept sticking to her instinct, posting what she likes and found herself funny, until one relatable POV video about a toxic friend gained traction.
“I just continued doing that because people were like, ‘Do more, do more.’ And then they started suggesting what kind of skits I have to do,” she recalls.
As her audience grew, another side of her content went supernova. At the height of the Bebot trend on TikTok, she uploaded her own “historically accurate Bebot makeup tutorial,” and it caught fire, earning more than 16.4 million views as of writing.
“That’s when I realized that content creation could be something bigger. Something that you can actually make a living from. After that Bebot trend, a lot of brands emailed me because they wanted to work with me, and I was featured in Allure [Philippines’ Bebot carousel]” she says.
But her pageant poise is still impeccable today. She arrives at her Allure Philippines shoot looking polished, with bombshell waves, smokey eyes and vinyl red lips contrasting her emerald-green cocktail dress. And while she’s looking every bit of a beauty queen, she wasn’t afraid to let out a big laugh, and crack some jokes.
At a time when many tend to lose themselves in chasing algorithms and views, Eula chose to show herself—someone who is not just pretty but also witty. Because sometimes, all we need is someone who can bring some humor into a world that often takes itself too seriously.
Kieran Punay
So what does your face card say about you right now?
I love a good smoky eye. And I remember last year, I even posted it on Instagram. I was like, everybody shut up. I just discovered my 2026 aesthetic. Which is kind of leaning towards like a rockstar girlfriend—dark and femme fatale. For hair, I love a good blowout. The last beauty congress of Allure [Philippines], I have my hair [styled as a blowout] as well.
Can you walk us through the products and techniques of this signature look?
I love doing my eyes first. So skin prep, and then I’ll start doing the smoky eye. And then I love blending it out, layering, and then adding some glitters. For the glitz I use the Dior Universal Palette. And it’s so good because you can use it all over your face, the shadows, highlights. And you can also use the brown as a bronzer.
How about makeup techniques as a morena?
As a morena my undertone is neutral, but it leans towards warm. So I look good with peach blushes or corals. You just have to learn your undertones. Because even if you’re a morena, it doesn’t mean that what works for me will work for you as well. Especially if you have a cool undertone. So it’s important to know that.
How has your makeup or skincare routine evolved as your platform grew?
Well, lots of brands send me their products now. Not necessarily for content, but they want me to try it. So I learned more about brands, about the products.
And also I’d say that I grew a lot because since I started doing beauty content, my algorithm is increasing with beauty content creators. So I learned from my fellow creators as well. And whenever there are new techniques, as much as possible, I love sharing it to my audiences.
Growing up, what beauty standards shaped how you saw yourself?
Well, when I was younger, the beauty standards in the Philippines were you have to be mestiza to be considered pretty.
I remember being young and I have relatives abroad. And whenever they go home, they bring home clothes. And they’re always like, “Oh, no, don’t choose that because it doesn’t match your skin color. You’ll look darker.” But, I’m so glad that it didn’t get to a point that I had to use whitening soaps. And that as time progresses, we become more inclusive and more open on how we see beauty in every color.
Kieran Punay
Was there ever a moment that you felt you had to change how you look to be accepted or taken seriously?
Of course. When I started joining pageantry they were like, “You need to reduce your nose because it’s a bit big,” and now I can’t unsee it. But I don’t feel the need to change anything about my nose. It makes you insecure in the pageant world. Because it wreaks insecurity in comparison with other beauty queens as well. And they also ask me if I’m willing to do chin fillers. Or my chest and all of that. But I’m so glad I didn’t conform to any of those beauty standards.
In what ways do you use beauty today? As expression, protection, or power?
I’d say expression. Because I think I got introduced to beauty from my mom. Because my mom loved dressing me up. [My mother] loved doing my hair. Always making sure that I look put together for school. And whenever she’s not around, I’d sneak into her makeup, her clothes, her shoes. Pretending to be some glamorous fashion diva. So I think that’s how I got introduced to beauty. And I know from then that it’s a form of self-expression.
What were the biggest challenges you faced as a content creator in the beginning?
Well, probably the hate. Because I do skits. And people get rage-baited. And sometimes they take it a little too personally. So they face-shame you. They call me Roblox because of my face shape. And I don’t take that lightly. Because it’s not something that I can change overnight. It’s a part of me. But as I always say, hate the character, not the girl behind it.
How do you stay relevant in an industry that moves so quickly?
I think I’m just being true to myself. And I play with my strength. Which is acting. That’s something that’s natural to me. Like, I don’t need to try hard. Or I don’t need to pretend. So I think I’m just really confident with what I can offer. And with what I can share with my followers.
What does your audience not see about your day-to-day life as a creator?
They don’t see how I film my videos. Which is, I look crazy, because I’m talking to myself. So I film in silence. I play the dialogue of my other characters in my head. But again, it’s part of the process.
Kieran Punay
What beauty advice do you stand by even if it goes against the trends?
Well, as a morena girly, I will stand by me being morena. It’s also nice because I see people embracing their skin color more. Because they love being morena. They love looking Filipino.
And also confidence. Sometimes even if you don’t feel like yourself, You just need to put on some good lippy. And like, I don’t know, put on some heels, girl.
How do you decide which products or brands are worth sharing with your audience?
Well, it has to be that it works for me. It doesn’t matter if it’s sponsored or I buy it with my own money. So I should really use it. Not just because this certain brand gave it to me, I have to make a video about it. And I also love sharing. But whenever people ask me in my comment section, “What lipstick is that?” Or, “What products do you use?” I share it even if it’s not sponsored. Because I know that it’s good for me. It works for me. So it might as well work for you.
What do brands still misunderstand about working with creators today?
Maybe that content creation is not a real job. Well, it is. It is. Believe it or not. But brands sometimes think that they can just send you a product. And then they can run ads and repurpose it. But in fact, it’s not easy. Because I do my own script. I edit. I film. And I also invest in the equipment. But at the same time. Sometimes, brands also don’t realize how hard it is for content creators to actually build your presence out there.
What does long-term success look like for you in the industry?
I think this is something that can assist me in the long-term. Because I really want to be a celebrity. I want to act. I want to be seen on TV, in movies. Not necessarily an artista. But I want to be an actress. Someone who acts. I want to be an actor.
What makes Filipino beauty distinct in your opinion?
It’s like a melting pot of cultures and traditions. Just because I’m morena doesn’t mean that I’m the epitome of Filipino beauty. Because there’s a lot of kinds of beauty in the Philippines. There’s mestizos, chinitas, morena. And we’re distinct, because they can put us anywhere and we can still thrive.
Kieran Punay
So, how do you represent Filipino beauty in your own content?
I have young followers. And they message me. And they were like, “You make me want to stay morena forever.” Or “You make me want to embrace my color.” So, that inspires me in a way that makes me realize that I love this job because I’m able to influence and impact them in a good way. Especially with self-expression and loving themselves.
What conversations around beauty in the Philippines still need to happen?
Right now, what I’m noticing is that we are getting re-addicted to extreme thinness. And I don’t think we’re ready for that conversation. And I’m not even gonna exclude myself from that conversation. Because I also get pressured. But you can’t blame people. Because you see a certain body type online. And it gets constantly praised. And I think that ties into a bigger issue that we love receiving validations and instant feedback on the internet.
If your face card could say one thing to your younger self, what would it be?
We made it. Baby, we made it! I mean, I don’t have the best childhood, there’s a lot of doubts. But I’m so glad that you kept on going. Because you will look back and pat yourself on the back and say that you made it. Your face card made it to Allure [Philippines].
Art direction by Sacha Mancera. Photography by Kieran Punay. Makeup by Jigs Mayuga. Hair by Cats Del Rosario.
