When a client arrives at an appointment at Alter Ego Makeup Studio, she is the only one in the makeup chair. This is because proprietor Erica Dennis's primary goal isn't to sell a bunch of cosmetics—it's to give her clients a customized look that makes them feel as gorgeous as an A-list celebrity and as adored as someone handing out free ice cream. To that end, she uses professional-grade tools to apply makeup suited for each customer's event, whether it's for a wedding, prom, or everyday wear.