We recently connected with Alicia McPhillips and have shared our conversation below.

Alicia, looking forward to hearing all of your stories today. Let’s start with the story of your mission. What should we know?

The heart behind the glam

Since I was a little girl, I’ve been in love with all things beauty! Makeup, skincare, fashion, glitter, gloss you name it. I grew up learning that no matter what was going on, I needed to show up looking my best. It became a part of me. My brows stayed done, my lip gloss was poppin’, and my skin always had a glow. But what most people didn’t see was that behind all the glam, I was using beauty to hide. Makeup became my shield a way to mask all the hurt, the stress, and the pain I was going through in life. It made me feel safe and in control when everything else felt heavy. I wore it not just for fun, but to protect myself from the world. For a long time, I thought being “put together” on the outside meant I had to be okay on the inside too. But the truth is healing doesn’t happen behind a mask. Little by little, I started to let go of the idea that I needed to hide. I began focusing on my skincare, taking better care of myself, and learning to love my bare face just as much as my beat one. That’s when everything changed. I realized beauty wasn’t just about how I looked it was about how I felt. Now, as a licensed esthetician and professional makeup artist, I carry that same message into every client I work with. Whether it’s a soft natural glow or a full glam transformation, my mission is to make you feel beautiful, confident, and powerful in your own skin. Because I’ve been the girl who hid behind the glam and I’ve also become the woman who shines without it. I want that for you too. This isn’t just makeup or skincare. This is healing. This is growth. This is self love and strength. I’m not here to cover you up, I’m here to help you shine.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Hi! My name is Alicia! I’m a certified professional makeup artist and licensed esthetician. I’ve always been passionate about beauty and self-care, but my journey truly began when I realized how transformative this industry can be not just on the outside, but emotionally and mentally as well. At one point, I used makeup as a mask to hide my own pain. Over time, I found healing through self-love and skincare, and that shift led me to want to help others feel confident and empowered in their own skin.

I specialize in makeup artistry for all occasions from soft, natural looks to full glam and offer a range of skincare services, including customized facials designed to enhance your natural glow. Whether someone is looking to achieve flawless glam for a big event, or they’re struggling with skincare concerns, I’m here to provide results driven, compassionate service.

What sets me apart is the way I connect with my clients. I treat every face as unique, and I take time to understand not just what people want, but how they want to feel. My goal is always to enhance, never to mask, and to make each person feel seen and celebrated.

I’m proud of how far I’ve come not just in building my business, but in growing through the challenges that led me here. I’ve turned my personal journey into my purpose.

More than anything, I want people to know that Alicia Does Beauty isn’t just a brand it’s a space where beauty meets healing, artistry meets authenticity, and every client walks away feeling more confident than when they walked in.

Can you talk to us about how you funded your business?

Starting my business wasn’t something that happened overnight it took a lot of hard work, sacrifice, and discipline. I was able to fund it primarily through my full-time job as a union fireproofing laborer. It’s a demanding job, but it provided me with the financial stability I needed to start building my dream on the side.

Instead of spending extra income, I made the decision to invest it back into myself whether that meant buying professional tools, taking certification courses, or slowly building up my space and brand. Thankfully I made enough to pay my way through esthetician school and while I was going to school I was slowly buying everything I needed so once I graduated I had everything to start. I also had a few amazing people in my corner who supported me along the way, offering help, encouragement, and sometimes even a little financial boost when I needed it most.

Every part of this business has been built with love, hustle, and intention. Nothing was handed to me it’s all come from showing up every day, believing in myself, and putting in the work even when it was hard.

Can you tell us about what’s worked well for you in terms of growing your clientele?

Honestly? The most effective strategy for growing my clientele has been doing bomb work and treating people like they’re more than just a quick appointment. I make sure every client leaves not only looking good, but feeling good too. Because when you give people that kind of energy, they remember you and they tell their friends, cousins, coworkers, and everyone else.

Social media has also been a huge tool for me. I show up as me not just filtered photos, but real-life behind-the-scenes, my personality, my vibe, and a little sass of course. I think people connect with that. They’re not just booking a service, they’re booking an experience, and they know it’s going to be fun, professional, and full of good energy.

And let’s be real referrals are everything. When someone sits in my chair and loves what they see in the mirror, they naturally want to share that glow. I don’t chase clients I attract them by being consistent, passionate, and always giving 100%. Plus, word travels fast when you’re out here slaying faces and skin!

Contact Info:

• Website: https://aliciadoesbeauty.glossgenius.com
• Instagram: alicia.doesbeauty

Image Credits

I take my own photos