The Story Behind El Calor.
By El Calor
The confidence I felt when I put on eyeliner was addicting. I couldn’t stop and certainly took it way too far. It was all a learning experience and its so cute and funny to look back on.
El Calor’s middle school beauty routine:
5:30 AM wake-up
5:45 AM pick an outfit
6 AM straighten my hair
6:15 AM full face of makeup
6:45 AM breakfast
7 AM bus to school
I started this whole beauty routine at a young age. Unfortunately, middle school is never easy. I was bullied on social media for wearing makeup. It didn’t affect my love for makeup, but it changed the way I did my makeup. High school isn’t a walk in the park for anyone either. I spent most Friday and Saturday nights in my bedroom watching YouTube makeup tutorials. Thats how I learned the art. I would watch and write down all the steps with each product and tool. Makeup was and is my escape from reality. The routine calmed me down, made me feel good, and with practice I got noticeably better.
How I became a makeup artist.
One day, I posted a selfie on Instagram and recieved many comments about how good my makeup looked! One girl was so impressed she asked if I would do her makeup for money. At 15 years old, I ended up doing her and all of her friends makeup for a semi formal for $15 per girl.
I remember feeling so fullfilled by helping them feel their best. I knew this was something I wanted to do.
Hi! I am El Calor. My close friends and family know me as Elaina…
I was born and raised in a small town 25 minutes outside of Boston. I like to say I’m a city girl… but I went to college in FarmVille aka Amherst, MA. I graduated from UMass Amherst, where I studied business management and marketing. I’ve always been entrepreneurial and extremely passionate about business.
I come from a big Italian family with 3 supportive brothers and 2 loving parents. I would never have been able to start El Calor Club without my parents support. They love my passion for the art and they invested in my dreams. I am very close with my brothers! We love to snowboard and ski together. I’m the girliest tomboy you’ll ever meet. When I asked my closest friends what the first 3 words that describe me they came up with funny, genuine, and honest. My friends have been such an essential part of my El Calor journey.
My passion is making others feel their most confident. I am your ultimate hype woman. El Calor Club isn‘t just makeup services, its a brand and community where you learn how to find all aspects of confidence. You could call it a Life Coach with a beauty wellness twist ;)
My love for beauty started at a very young age. I started wearing makeup in the 6th grade.
In 2017, I started a makeup Instagram called @ecl.makeup, where I posted wild, fun, and natural looks. Throughout the years, an exponential amount of people messaged me for makeup services. I was known as the makeup girl.
Why El Calor?
Halfway way through college, I felt like @ecl.makeup wasn’t me anymore. I wanted to create a new identity that accurately represented me. I thought of the name by taking the first letters of my full name and combining them. ELaina CAtherine LORusso. El Calor means “the heat” in Spanish, which I took all throughout middle and high school. One day, I hope to start a family and my last name will change, so I wanted to create an alias that will be mine forever. That’s how El Calor was created.
No heavy editing.
We do not believe in heavily editing raw natural real beauty. Heavily editing includes: changing the size of your body or face, and extreme beauty filters that altering your face. Photos that have soft retouch will state that the photo has been retouched. El Calor Club has strict restrictions on photoshop.
We believe in adding to ones self confidence by embracing real beauty in all ways.
Why .CLUB?
El Calor is a club and community of memebers that are interested in adding to their self confidence through beauty, health, fashion and elegance. El Calor Club is a brand and we have many visions for the future.
This is a diverse community filled with all ages and likeminded people. Our people are embraced with the highest quality products for their skin.
Join El Calor Club!
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Special Announcements
Priority Booking
Makeup Tutorials
Product Recommendations
Monthly 1hr GRWM Video Call (BYOB)

