As your resident Los Angeles fag who has the same exact kind of brain rot as them I think I can explain the current Hila arc.
First of all, Hila isn't ugly imo. Shes just awkward. She's never actually tried to put effort into her appearance before now. Before like, 3 months ago she never wore makeup (which kinda makes me think she reads this thread) and she does now, but you can tell she's still just barely figuring out how to do it decently so she looks ridiculous. Most people go through that phase in middle and high school where looking ridiculous in your badly applied makeup doesn't matter as much, but she's going on camera in her clown face. Hila, you're rich. Just hire a makeup artist for your show appearances and learn some things from her.
The other thing is her fashion. The ~weird quirky girl~ thing is a style here, but for some reason her version of it isn't landing. Weirdly I think her style was more successful a few years ago when she just straight up dressed like a boy. She seemed way more confident then, you can kinda tell she feels uncomfortable in her skin with the IG baddie thing she's trying to do right now.
The reason her style and makeup change is sticking out like a sore thumb is because she's a 36 year old adult who's exploring her fashion sense the same way a teenager would, but publicly because she's an internet celebrity. Most people get to figure that out when they're kids without a ton of eyeballs on them.
I don't really know what inspired this change except for maybe criticism from threads like these, except her style before she started taking this criticism to heart was much better. The baggy jeans, baggy t-shirt and bucket hat thing she used to do felt way more authentically her. Please stop listening to us, Hila. Lmfao.