Today we’d like to introduce you to Alex Lobos.
Hi Alex, please kick things off for us with an introduction to yourself and your story.
Art has always been the foundation of my work. With studies in drawing, color theory, painting, rendering, design, and photography, my artistic ability was developed long before makeup entered the picture. When I transitioned into beauty in 2006, I approached it as an extension of fine art.
My career began in Los Angeles, California, where my art portfolio earned me a position with MAC Cosmetics. I refined my technical skills and quickly developed an appreciation for precision and facial structure. To further my expertise, I pursued esthetics and became a licensed esthetician in 2008.
Shortly after licensure, I was hired at SENNA Cosmetics Makeup & Brow Studio, founded by “The Original Brow Guru,” Eugenia Weston. Personally trained in SENNA’s signature brow techniques, my natural talent and keen eye for balance did not go unnoticed. I was appointed SENNA Artist Trainer and selected to assist on the set of The Tonight Show, in addition to working on editorial photo shoots representing the brand.
By 2009, I launched my first makeup and brow bar concept inside Beauty Collection in Malibu, California, establishing myself as both artist and entrepreneur.
In 2011, I relocated to Texas, where photographers sought out my timeless makeup aesthetic. My work gained recognition throughout San Antonio, including clients such as Grammy Award–winning artist Vikki Carr and media personality Elizabeth Chambers. In 2018, the word “Elite” became synonymous with the standard of my work, and the brand was officially born.
Elite is not about exclusivity. It is about cultivating a woman’s true beauty. In a culture flooded with fleeting trends, I remain committed to timeless beauty, refined brows, intentional makeup, and techniques that enhance rather than alter.
Elite exists for women seeking refuge from overdone beauty, and for those who value confidence, balance, and thoughtful refinement. With personalized brow services, elevated makeup artistry, and professional education, I continue to uphold a standard rooted in relatable beauty, integrity, and personalization.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Entrepreneurship is never easy. To fully understand entrepreneurship, one must understand the passion behind what one does. Passion is the primary fuel, along with a likeminded support system you can trust. The most recent struggle for me was taking the initiative to rebuild my business foundation properly, which happened in the summer of 2024. I needed to focus on business education, planning, leadership refinement, and positioning so the women who want a noble beauty resource can discover my business.
A part of that rebuilding process was to focus on my inner healing, which wasn’t easy. I had to gather the resources to help me overcome generational traumas and realign myself with my Creator. Once I did, my business purpose became clear. I help women treat beauty as a resource for self-acceptance in a world driven by unrealistic beauty standards. All the discomfort I had to go through was worth it when my Elite guests tell me that people are noticing their inner glow.
Appreciate you sharing that. What should we know about Elite Eyebrows & Makeup Studio?
Elite Eyebrows & Makeup Studio is a beauty establishment dedicated to helping women experience beauty that fits with who they truly are, not who trends tell them to be.
As a Licensed Esthetician and Empowerment Beauty Coach, I have spent nearly two decades refining a philosophy rooted in Authentic Beauty Principles, the belief that beauty should reconnect women back to what feels right.
We specialize in non-invasive eyebrow design, timeless makeup artistry, facial hair detailing, and personalized beauty education. Our approach is highly tailored and inclusive, serving diverse ages, skin tones, features, and ethnicities with elegant, natural results.
Many of our guests arrive feeling overwhelmed by comparison culture, beauty trends, or years of trial and error. They leave with clarity, confidence, and personalized solutions that feel sustainable, not overdone.
Beyond serving women in Stone Oak and the greater San Antonio area, we are committed to elevating standards within the Texas beauty industry. We mentor professionals seeking refinement in artistic diversity, guest experience, ethical business practices, and foundational education. We bridge artistry with professionalism, helping raise the collective standard of beauty services.
At Elite, our mission is to normalize authentic beauty, refine industry culture, and help women show up in the world feeling authentically confident and fully themselves.
So maybe we end on discussing what matters most to you and why?
Every woman, regardless of age, skin tone, skin type, ethnicity, and demographic, should have the opportunity to experience the fulfillment of beauty alignment. In our current culture, the majority of beauty marketing is trend-heavy and insecurity-driven. Women fall victim to this type of marketing if they don’t understand their unique features.
Beauty alignment is still a progressive concept; however, more women are aware that beauty standards today are costly and unrealistic. A lot of the work is in the mindset, and more women are looking for sustainable beauty resources, making the connection to wellness.
I would love to offer a beauty resource where all women can enjoy personalized beauty, such as a non-profit for underserved communities that need personalized beauty services and education, positive beauty experiences, and mental health support that can guide them in their self-acceptance journey. I believe in the impact that personal beauty can have on a woman’s life.
Contact Info:
- Website: https://www.eliteeyebrowssa.com/
- Instagram: https://www.instagram.com/eliteeyebrowssa
- Facebook: https://www.facebook.com/eliteeyebrowssa/
- LinkedIn: http://linkedin.com/in/alex-lobos-mua
- Other: https://www.tiktok.com/@eliteeyebrowssa
