Alicia hails from the San Francisco bay area where she was first inspired by her mother, a hairstylist. She began doing makeup at age 18 with MAC and continued to grow with the brand. Simultaneously, her music career took off when her band landed a deal with RCA records. Freelancing in between tours, Alicia's unique position as a makeup artist in the music industry led to collaborations with many artists for press and music videos such as My Chemical Romance, Metallica, Green Day, John Mayer and Grimes.

Alicia specializes in men's grooming and is based in Nashville, TN.