Diana Mendoza-Martinez, a proud first generation Mexican-American born and raised in the vibrant San Francisco Bay Area of California where she cultivated a foundation of aspiration, family and community. She has spent more than 25 years in the beauty industry learning, growing, and being inspired by the incredible leaders, mentors around her working with some of the top cosmetic brands in the industry.

She followed her dreams to New York City in 2011; unbeknownst to her that same year would mark the birth of her first niece, an event that profoundly redefined her and would change her life forever.

Embracing the role of “Tia Diana,” she dedicated herself to bridging the distance, celebrating every milestone from birthdays, baptism, graduation, cherishing FaceTime dates, softball games when in town, all while navigating a full-time career that took her across North America and traveling the world to embrace different cultures, food, and communities.

A few years ago, during a leadership meeting, she was asked to reflect on our “why.” In that moment, surrounded by the thoughts of her beloved family — her nieces and nephews — and the incredible colleagues she had the privilege to lead and learn from, a deeper dream ignited within her. She realized her purpose was to create something that would not only inspire others and foster confidence but also leave a lasting, meaningful legacy.

Today, that beautiful dream has become a reality in her first children’s book, ABCs of Beauty and Makeup with Tia Diana—a heartfelt story that delivers a powerful and essential message to children emphasizing the importance of kindness, confidence, inclusivity, love and the profound truth that true beauty begins on the inside and shines out.

This is the joyous beginning of “Tia Diana’s Sparkle Crew,” a movement dedicated to nurturing the next generation of dreamers, creators, believers, and future leaders.