Kilay Alert: Pia Lee Draws Her Mark, One Brow at a Time
Would you believe it if someone told you that getting your eyebrows styled could be just as transformative as getting a nose job? Well, Kilay Alert founder Pia Lee is proving that beauty doesn’t always have to come with pain, and that gaining confidence doesn’t require going under the knife. Sometimes, it all starts with finding the right shape and style for your brows.
“Ang kilay kasi para sa akin, pwede ka niyang patandain, pabatain. Ang lahat ng expressions natin, nandiyan. Iba talaga ang nagagawa ng kilay sa mukha.”
Also known as the Kilay Fairy Godmother, Pia is redefining the brow industry. From a 16-year-old eyebrow enthusiast to an ISO-certified Master Semi-Permanent Makeup (SPMU) Artist, she takes us through her journey of turning a lifelong passion into a signature craft.
The First Brows that Changed Her Life
Back in 2007, high schooler Pia witnessed a brow transformation that opened her eyes to the power of well-shaped eyebrows. During their school pageant, one of her classmates was glammed up from head to toe. Yet, for some reason, Pia couldn’t take her eyes off her brows—how beautifully shaped they were and how dramatically they transformed her classmate’s appearance. It was as if she were looking at two entirely different people.
“Hindi ko alam kung bakit, sa kilay lang niya ako nakatingin kahit putok na putok yung blush on niya. Sabi ko, ang galing ng gumawa ng kilay niya.”
That moment sparked her fascination with designing and styling brows. At the time, however, she never imagined turning it into a full-time profession. Instead, it remained a hobby—something she enjoyed doing during her free time and a way to bond with family and friends. It was a passion she willingly shared, even without expecting anything in return.
“Gusto ko kasi nagde-design talaga ng kilay. I’m trying to figure out kung ano talaga yung bagay na kilay sa bawat individual; babae, lalaki, bakla, tomboy, matanda, bata.”
After earning a degree in Electronics and Communications Engineering and passing the board exam, Pia didn’t immediately pursue a career in either engineering or the beauty industry. Instead, she followed another passion: music.
She spent 15 years playing in a band, but her love for brow styling never took a backseat. Her bandmates, family, and close friends became her regular clients, giving her plenty of opportunities to practice and hone her craft.
For years, she continued styling brows for free—until one of her clients gave her a much-needed reality check, making her realize the value of her skills.
“If you’re good at something, don’t do it for free.”
Pia’s Yapistrokes™ technique
Pia started charging P100 per brow with just regular styling and trimming. And come 2016, she felt like she was ready to venture into a wider horizon. From simply designing brows, her clients began asking for brows that could stay longer even after a shower. With that, she dove into the world of semi-permanent makeup.
The Kilay Fairy Godmother-in-the-making began training in microblading, a manual tattooing technique that was at the peak of the industry at that time. She continued to swim in classes and training, determined to develop her natural talent, and turn passion into a profession.
“Kailangan mo talaga ng proper training,” Pia said. “Kasi skin yan eh. So, ‘yong anatomy ng skin, anong nangyayari? Also, you’ll be handling clients na,” she added.
But after two years, she saw the negative effects of microblading on customers. As this technique requires the slicing of the skin, it has an initial downtime of 7 to 14 days, often accompanied by visible effects like darkening, swelling, flaking, and ghosting or lightening of the eyebrows. And since microblading is a semi-permanent procedure, repeated touch ups mean getting the skin sliced over and over again.
Wanting to find a gentler alternative for clients’ skin, Pia took her learning beyond the Philippines. After years of training, experimentation, and experience, she eventually developed her own signature method: the Yapistrokes™ hairstroke technique.
Unlike traditional microblading, Yapistrokes™ is an advanced procedure that uses a digital machine to implant pigment painlessly into the skin. This means no cuts, no bleeding, and no downtime.
“Right after the procedure, kung meron kang party na a-attend-an, pumunta ka,” Pia beamed. “You don’t have to wait for one week [dahil] para lang siyang natural. Parang wala kang ginawa,” she added.
Kilay Fairy Godmother
But just like any other business, her startup journey wasn’t easy, as well. As one of the pioneers introducing hairstrokes techniques in the Philippines, she didn’t know how to outsell Yapistrokes over the famous microblading.
Still, she chose to trust her vision and stay committed to her craft. Rather than rushing to establish her name, she focused on building genuine relationships with her clients and letting her work speak for itself. Little by little, her dedication, consistency, and commitment to quality helped turn Kilay Alert into a trusted name in the brow industry.
“Bi-nuild ko lang siya one client at a time. Before I know it, ang dami na pala.”
Today, Pia’s work has earned recognition on the international stage. Last October, she secured second place in the Hairstroke Category of the Worldwide Browista Championship held in South Korea. In 2024, she also took home the championship title in the Hairstroke Category of PMU Beauty Arabia in Dubai.
These achievements are just some of the milestones that have solidified her presence in the global brow industry. Beyond competing, Pia also shares her expertise as a judge in various beauty competitions and mentor to aspiring brow artists. For her, passing on her knowledge is just as fulfilling as perfecting her own craft, especially when she gets to witness her students grow into successful artists.
“Nakita ko yung growth nila from zero to ngayon. Kunwari, ‘yong senior artists ko, hindi man lang sila marunong talaga gumagawa ng kilay when they started. Pero ngayon, pinupuntahan na rin sila at marami na silang kliyente,” Pia said with deep appreciation to her staff. “Kahit zero, ‘yong knowledge nila, pwedeng pwede basta may interest sila,” she added.
A Transformation Beyond Eye Level
Looking back at her journey from a 16-year-old brow enthusiast to the master artist she is today, Pia shared that the biggest change in her was confidence. Her story taught her that making a mark begins with believing in yourself, trusting your vision, and having the courage to pursue what you genuinely love.
“‘Yong isang bagay o ‘yong craft mo, basta gusto mo, kahit ano pa yan—basta you put your heart in, interesado ka talaga, and you build your skills—meron talaga siyang market. Meron siyang avenue. Meron siyang kalalagyan.”
Of course, the journey hasn’t always been easy. But Pia believes that when you genuinely enjoy what you do, even the challenges become part of the adventure. Now celebrating her tenth year in the industry, she has another big goal in sight: expanding Kilay Alert’s reach.
Currently, clients travel from different parts of the Philippines and even abroad to visit the brand’s only branch in Malolos, Bulacan. While this speaks volumes about the trust she has built over the years, it also highlights the growing need to make her services more accessible to clients beyond the city.
“Ang challenge siguro ng mga kliyente ko is coming from different parts of the world to here. ‘Yun ang problema. Kasi nga, isa lang. Nandito lang kami sa Malolos. So ito ‘yong aking gustong mangyari: To reach out, expand.”
As she looks forward to bringing Yapistrokes™ to more people, one thing remains certain: Pia is far from done drawing her mark in the beauty industry. From the brows that first sparked her curiosity to the countless faces she has helped transform, her journey is a testament to what passion, perseverance, and a little creativity can accomplish. And whether it’s one brow, one client, or one aspiring artist at a time, the Kilay Fairy Godmother is ready to make more transformations happen—one stroke at a time.
