Makeup is more than just foundation and eyeliner—it’s an art form, a confidence booster, and, for many, a form of self-expression. Few people understand this better than Pilar Gallos, a prestige beauty advisor (PBA) at Ulta Beauty with years of hands-on experience in the industry. With a passion for inclusivity and an eye for trends, Pilar has seen firsthand how the beauty world has evolved, from viral makeup hacks to groundbreaking diversity efforts. Her insights matter because she isn’t just a consumer—she’s on the front lines, helping people find products that make them feel their best every day.
Meet Pilar Gallos
Pilar Gallos is a beauty expert, makeup enthusiast, and Ulta Beauty PBA with a deep love for all things glam. Inspired by her mother’s Mary Kay career and early YouTube tutorials, she developed a passion for makeup that led her to a career in beauty retail. With hands-on experience in the industry, Pilar offers valuable insights into makeup trends, product recommendations, and the evolving beauty landscape, all while advocating for inclusivity and self-expression in the industry.
“I was pretty young when I first got into makeup,” she recalls. “My mom worked for Mary Kay, and that definitely sparked my interest. I also had access to the internet, so I would look up tutorials and try to follow along. Michelle Phan was my go-to.”
Like many beauty lovers, her first makeup haul wasn’t from a high-end store but the 99-cent shop. “I got eyeshadow palettes, black liquid eyeliner, and some lipsticks,” she says with a nostalgic laugh. “My dad actually bought them for me.”
What started as a curiosity evolved into a daily ritual. “At first, makeup was just for fun,” Pilar says. “Then, over time, it became something I felt naked without. But even then, I still loved experimenting with different looks.”
Her signature style? It changes by the day. Some mornings, she opts for soft, natural glam, while others call for bold eyeliner, intense blush, and highlighter that practically glows in the dark. “It all depends on my mood,” she admits. “Makeup is an extension of how I feel.”
Beauty as Power
Ask Pilar what makeup means to her, and she doesn’t hesitate: “It makes me feel empowered and beautiful.”
That sense of empowerment is what she hopes others find in their beauty routines. “Makeup should be fun, not something you feel like you can’t live without,” she advises. “Enhance your features, don’t change them—unless you’re going for a specific look. At the end of the day, makeup is just a tool. You should be able to feel beautiful with or without it.”
Still, there’s no denying the allure of a well-executed trend. Right now, Pilar is obsessed with glitter-setting sprays and powders. “Anything that makes you glitter all over—I’m in,” she says with a smile.
As for a trend, she’d love to see make a comeback? “People hate on the 2016 makeup era—carved brows, bold eyeshadow, matte lips—but I loved it. The blending was phenomenal, and in my opinion, it was a solid 10/10.”
She also swears by one old-school makeup hack: the scotch tape eyeliner trick. “I’ve tried all those TikTok hacks where you switch up the makeup steps, and they usually just mess everything up. But the tape trick? Works every time.”
The Business of Beauty
Working at Ulta Beauty has given Pilar a new perspective on the industry. “I’ve definitely become pickier,” she admits. “I read labels more, and I don’t just go for brand names. Ingredients, product payoff, and the brand’s reputation all factor into what I buy now.”
When it comes to what makes a beauty brand stand out, Pilar believes it all comes down to shade range, quality, and pricing. “There are so many options these days. Companies need to get real—if their foundation shade range isn’t inclusive, or if they’re charging too much for a mediocre product, people will move on.”
She also acknowledges that influencer marketing doesn’t hold as much power as it once did. “Back in the day, an influencer could sell out a product overnight. Now, people are more skeptical. Too many influencers pushed bad products just because they were paid to, so it’s harder to trust them. The ones who still have influence are the ones who mix in both positive and negative reviews—or rarely take ad deals at all.”
For beauty brands looking to connect with Gen Z, Pilar has one piece of advice: “Be transparent.”Consumers today want to see the process, the ingredients, and the ethics behind a product—not just a pretty campaign.
A Future in Beauty
Pilar’s love for makeup doesn’t stop at recommending the perfect shade of foundation—she’s dreamed of creating her beauty brand for years.
“As a kid, I wanted to create skincare-infused makeup,” she shares. “Now, I want to take that further—creating makeup for people with skin conditions or disabilities that make traditional makeup harder to use. I’d also want the packaging to be disability-friendly so that everyone can enjoy makeup, no matter what.”
That passion for inclusivity is something she believes the beauty industry has improved on—but still has a long way to go. “I can’t say there’s been no progress because there has. But there’s still a gap. Some brands are doing better than others.”
For her, Fenty Beauty stands as a gold standard for diversity. “They set the bar for inclusive shade ranges and representation.”
And it’s not just about campaigns—it’s about real impact. One beauty campaign that stuck with her was from Olay. “They gave women fake beauty patches and told them they would make them feel more beautiful—but they were just placebos. It worked, though. It showed that confidence is mind over matter. That resonated with me because I’ve struggled with being my own worst critic.”
Inside the Beauty Retail World
As someone who works in beauty retail, Pilar has experienced both the rewarding and challenging sides of the industry.
Her favorite part of the job? Making people feel confident.
“There was one teenage girl who cried after I did her makeup. She said it was the first time she felt beautiful. That was a moment I’ll never forget.”
But beauty retail isn’t always glamorous. “A lot of people think we know everything about every product. But sometimes, it’s a learn-as-you-go situation,” she explains. “I was lucky that makeup has been a passion of mine for a long time, but not everyone comes into this job with product knowledge—it takes time to learn.”
If she could change one thing about the beauty retail experience? The way employees are supported. “I wish there was more education and training for beauty retail workers. Knowledge is key in this industry, and employees should be given more opportunities to grow.”
Beauty Beyond the Surface
For Pilar, feeling good is more important than looking good for defining beauty. It’s about empowerment, creativity, and making space for everyone in an industry that has historically been exclusive.
Whether it’s through recommending the perfect foundation, playing with glitter-setting sprays, or dreaming up an inclusive beauty brand, Pilar’s journey proves that makeup is more than just products—it’s about confidence, artistry, and the power of self-expression.
—
What’s Your Beauty Story?
Pilar’s journey with makeup is a testament to how beauty is both personal and universal. What’s your earliest makeup memory? What products make you feel the most empowered? Let’s talk beauty in the comments below!
Aurora Gonzalez 