Twelve hair and makeup artists are challenged to highlight their unique personalities through their work and prove why they deserve to be the first "American Beauty Star."

The contestants battle it out to see who can create a glamorous and press-worthy look to grace the red carpet.

The contestants must sell themselves as a beauty brand when they each create a video tutorial with the clock ticking.

The contestants team up with their competition to makeover walk-ins at Universal City Walk; a teammate stands in for an injured contestant and causes tension.

The contestants get a special chance to give back to women in public service and treat these real-world heroes to a makeover.