The Little Tichel Lady Jessica Golriz Haim Meets Mineral Air
Makeup artistry and head coverings for married Orthodox Jewish women coordinate beautifully thanks to Los Angeles-based creator Jessica Golriz Haim, known as The Little Tichel Lady.
The tichel is a scarf-like headwrap that fashionable married Orthodox Jewish ladies wear to cover their hair instead of, or if they don’t wish to wear, a wig. In the last generation or so, tichels have become glamourous and sophisticated especially when worn with great statement earrings. There are infinite variations, each one more beautiful than the last.
Jessica Golriz Hyam is a talented makeup artist with an enthusiastic following in the Los Angeles Orthodox community and beyond. When she married ten years ago and began covering her hair as is the custom, she honeymooned in Israel and brought back a whole collection of tichels for her own use. Flash forward to about seven years ago and Jessica started noticing two things. First, her own tichels were wearing out and second, her makeup clients were constantly asking her advice on which ones to buy and how to style them for themselves. But alas, the local tichel selection available locally was decidedly thin.
So the entrepreneurial Jessica took things into her own hands and decided to import tichels herself, selling them alongside her makeup application business. Calling herself The Little Tichel Lady, she sourced rich, beautiful pieces from Israel, Turkey and India. Subsequently, in setting up her website and doing online sales, her selection resonated with many different women in many different cultures who cover their hair, building a worldwide fan base. Early in 2023, she opened her own shop on Pico Boulevard, complete with a makeup station, a sumptuous selection of tichels and an edited collection of colorful, yet modest, clothing.
Mineral Air is not suitable for applying on Shabbat, the religious Jewish day of rest and celebration that spans from Friday dusk to sundown on Saturday. All work, cooking, appliance use and creative activities (makeup application is one of these) are all to be avoided. Specifically, cream, liquids and lipstick are forbidden. What are permitted are long wearing mineral powders applied before Friday dusk.
On other days however, Jessica sees plenty she likes in Mineral Air. She particularly appreciates long-lasting, multitasking Mineral Air because the Four-in-One Foundation is so light and fast to apply with the AirMist device and saves separate primer, concealer, pigment and moisturizing steps.
What’s the difference?
Mineral Air offers two device-plus-formula categories, one for makeup, the other for skincare. Mineral Air original (MA) includes its AirMist Device, an easy to use, everyday consumer tool that rivals professional airbrushing in its cosmetic application of our eponymous foundation, blush, or bronzer. Mineral Air Skin (MAS) features the Renewal Serum System with its ElixerMist Device for lightweight vaporized delivery. Developed and manufactured by Japanese beauty tool specialists and product formulators Ya-Man, Ltd.
"The entrepreneurial Jessica took things into her own hands and decided to import tichels herself, selling them alongside her makeup application business."
– Jessica Golriz Hyam
Makeup artist and owner,
The Little Tichel Lady