“Makeup by Sheila Exposed”
When you tune in to watch the Miss Texas USA pageant or gawk at the Houston Texans
cheerleaders during halftime, you may wonder how the girls’ hair and makeup are so flawless, or
simply how pretty they look. The work lies behind the true talent that encompasses Sheila
Ybarra, a current resident of Houston and founder of Makeup by Sheila. Ybarra is a highly
sought-after makeup artist throughout Texas and has worked hard to lay her foundation in the
beauty industry.
Who is Sheila Ybarra and why haven’t you heard of her? Unless you probe behind-thescenes into the pageant and modeling world, you may not be familiar with her name. Her brand
is not as ubiquitous as makeup lines such as Chanel, Urban Decay or Mac Cosmetics, but that
does not mean her talent and quality are not up to par. Ybarra’s work has been featured in
magazines such as Teen and Texas Women, as well as MTV shows “True Life” and” Made.”
Ybarra maintains a busy and fast-paced lifestyle as a makeup artist; her services are so
highly requested that Ybarra opened up her own studio inside her home in Houston. “It makes
my life a little less hectic that way,” Ybarra said. “I can teach people how to apply makeup and
still feed my dog at the same place!”
Born and raised in San Jacinto, Calif., Ybarra did not always aspire to be a makeup artist.
Rather, she worked as a mechanical estimating engineer for several years upon moving to Texas
in 1990. Ybarra had both brains and beauty going for her, but she enjoyed her hobby of hair and
makeup artistry more. She decided to pursue what she loved doing. “I wanted to follow my
passion over my profession, so I gave up engineering for a curling iron and makeup brushes,”
Ybarra said with a laugh.
Following her true passion was a smart intuitive call for Ybarra, for she became
dedicated to this business. It started with fulfilling frequent requests by friends who wanted their
makeup done for an event. “I had done makeup and hair for friends’ weddings and nights out on
the town, so I had plenty of practice,” Ybarra said. “That was practically my second job on the
weekends!” With strong credentials, Ybarra started a personal grooming and communication
development company called Image Consulting. Ybarra founded her image consulting company
under the name Makeup by Sheila. “You have to have that mentality – that it’s going to happen –
in order to make it,” Ybarra said in regards to establishing her own company.
It was tough getting her financial needs to meet the requirements of opening a studio in
downtown Houston, so Ybarra had a better idea: Why not do makeup lessons and services right
out of her own home? She opted for the latter option and dedicated a portion of her home as her
own makeup studio and store. If you visit her in-home studio, you will find yourself surrounded
by a world of glamour: hot pink, flowers, zebra rugs and damask-printed walls help set the girly
atmosphere yet make you feel at home.
The greatest aspect about Ybarra is that her makeup services and products are available to
the general public. Although she has done exceptional work for print, runway, models and
celebrities, her services are attainable and affordable. The majority of Ybarra’s clients are
professional cheerleaders and models based in Texas, but there are also the everyday clients such
as business-women, college students and brides-to-be. Ybarra said she “travels anywhere for a
wedding because that’s the best part about my job – meeting wonderful women all over the
world.”
What makes Ybarra’s makeup services and products so great? First, her makeup line is
designed to fit the needs of pageant models and dancers; that is, to withstand the bright stage
lights and long hours of performing. Second, the expertise of her artistry is remarkable.
Alongside her professional makeup line, Ybarra also offers airbrush tanning. Thus, she strives to
obtain the best expertise in makeup that is available and then go beyond that.
Recently, Ybarra jumped on the Twitter bandwagon to help share more of herself and her
business with fans. Ybarra tweets: “I woke up at 4 a.m. this morning, did 19 girls hair/makeup in
nine hours. I’m so exhausted…I need beauty rest so I can look like them!” Her tweets reveal that
Ybarra possesses a hard work ethic and enjoys sharing her work day with her fans on a personal
level. She has a Facebook fan page as well and periodically offers free makeover contests via her
social networking sites.
Nothing flaunts Ybarra’s status as a makeup artist than her being titled the official
makeup artist for the Houston Texans cheerleaders. One Houston Texans cheerleader, Sandra
Wilson, has experienced star treatment with Ybarra’s makeup services. When Wilson tried out
for the Texans cheerleading squad two years ago and made the team, she was in for a pleasant
surprise. “I felt like such a star when Sheila would do our makeup before calendar photo shoots
and game day,” Wilson said. “She definitely knew what she was doing, and I admire her for
being able to accommodate the looks of so many different girls.” Wilson is no longer a Texans
cheerleader, but she remains a loyal client of Makeup by Sheila.
Another loyal client of Makeup by Sheila is Megan Scamardo, a 21-year-old student at
Blinn College who competes in local pageants. Scamardo has previously been crowned Miss
Brazos Valley and proudly attributes her on-stage beauty to Ybarra herself. One look at her
glowing face and you can tell that Scamardo is ecstatic about any product by Makeup by Sheila.
“She is amazing!” Scamardo gushed. “We book her in advance anytime I need my hair and
makeup done.” Scamardo says it can be pressing when many of the pageant contestants are
aware of Makeup by Sheila and all want her to do their makeup. Furthermore, Makeup by Sheila
serves as one of the official sponsors of yearly beauty events such as Texas International.
With her stunning good looks and vibrant personality, Ybarra understands the lifestyle of
the pageant world, having competed and placed third runner-up in Mrs. Central Houston
America. Ybarra has been positively impacted by pageants, which is why she may be so good at
what she does. She heeded the thousands of requests she would receive weekly from pageant
models and founded Image Consulting in order to suit everyone’s needs out of her own studio.
From there, Ybarra launched her own website, Pageant Faces, to post her portfolio,
beauty tips, testimonials, rates and pricing, among other features. This website serves as a more
personal and blogging nature versus her official Makeup by Sheila website, where you can order
products and find out more information about Ybarra and her services.
Ybarra recommends attending a one-on-one makeup and hair styling lesson if you are
looking for a new or updated solution to your look. Often times when you get your makeup
professionally done, you allow the makeup artist to paint your face then ultimately approve of
the final look in a hand mirror. With Ybarra’s one-on-one lesson, however, you are able to take
home new techniques and confident makeup application. Ybarra believes that if she applies
makeup to half of your face and you apply to the other half that “you will learn to be confident in
achieving your look, whether it be a day or night look.” Ybarra’s private one-hour sessions run
up to $400, but her clients testify that her lessons are worthwhile.
To top off her clients’ needs, Ybarra created her own line of custom-designed
professional makeup products, including one called GlamKit. A GlamKit allows you to
customize corresponding colors in one convenient kit. In addition, she has luxury makeup
brushes and skincare products. You cannot go wrong with her makeup and skincare line, which
is available online through her website.
Once Ybarra’s business started taking off with success, she knew she had to get
additional assistance. Ybarra has eight other consultants under her belt and dedicates much of her
time offering workshops for her consultants so that they can deliver on the same level as she.
Ybarra is extremely happy with her business. What does she suggest to aspiring makeup
artists out there today? To follow your passion because that determines how satisfied you will be
serving your career and lifestyle. As a professional makeup artist, Ybarra’s objective is not about
fading beauty trends, but rather about going to the next level. “Wonderful makeup is about
looking better than you did yesterday,” Ybarra said. “Every woman is different and her makeup
should enhance her natural beauty.”