My name is Crystal Alcaraz, and I've proudly been a part of the beauty industry for over a decade. My journey didn't start in a salon or studio, it started in the heart of Los Angeles, behind a headset as a 911 operator. For 15 years, I worked one of the most demanding jobs imaginable. My 9 to 5 was really more like 24/7, filled with high-stress calls, quick decisions, and a constant stream of adrenaline. I was grateful for the job, but I knew I needed an outlet, something to ground me, something that lit me up.
The outlet became makeup, and eventually, lashing.
What started as a part-time passion quickly turned into something I craved more of. I found peace and purpose in the precision of lashing, and I fell in love not just with process, but with the way it transformed my clients and myself. What began as a way to escape stress slowly revealed itself to be my calling.
I enrolled in esthetician school with a quiet but burning desire to leave my full time city job behind and pursue beauty full time. It was one of the scariest decisions I've ever made, but I did it. I walked away from job security and dove headfirst into my dream.
Since then, I've built a thriving business centered around lashes, brows and beauty education. I founded Three Eleven Beauty, my very own product line, and let me be the first to say, it's been anything but easy. Entrepreneurship tests you in ways you can't prepare for, but I've learned so much. Through all the ups and downs, I've made meaningful connections, found mentorship, and been blessed with loyal clients, some of whom have been with me from the very beginning. I still remember those early days, knowing I needed to improve, yet being met with grace and trust from those who kept coming back.
That’s what pushes me to keep growing.
To this day, I invest in myself and my craft. I take one to two lash classes a year, staying up to date with trends, technology, and techniques—not just for myself, but for the students I mentor. I still take clients full time and specialize in lash extensions, lash lifts, brow shaping, waxing, stain, and lamination. I also continue to do makeup for weddings and special events—it’s where my journey began, and I still find so much joy in it.
Lately, I’ve felt a shift—a new chapter is unfolding. I’ve been tapping into my creativity more than ever, experimenting with new styles and custom lash sets that push my artistic boundaries. I even competed at the Lash Boss Summit’s Lash Battle, entering a category I had the least experience in, just to challenge myself. I didn’t win, but I walked away with something even more valuable: a renewed fire and vision for where I’m going.
I’m excited for what’s next—for my artistry, for new students, my clients, and new ways to express myself through this craft I love so deeply. A friend recently reminded me that no matter what, I have to keep showing up. It’s not always easy—but it’s always worth it.
This is my story so far. And I’m just getting started.
Crystal Alcaraz
Founder & CEO