On social media, people's lives don't have to be private, and at least for Lora Arellano, CEO of Melt Cosmetics, that's a very good thing.
"I've always used social media as a way to further my career, and it's always worked," she says.
The makeup artist's client list includes top-notch celebrities like Serena Williams, Rihanna, and Ciara. This is in addition to running a cosmetics brand alongside her colleague and company co-founder, Dana Bomar.
In the past, Arellano says she has used social media to find ways to advance in the beauty industry. But in other cases, her social accounts have attracted opportunity all on their own.
For example, after Rihanna discovered a dead dolly makeup tutorial posted on YouTube in 2012, she invited Arellano to join her world tour. You may have even seen some the artist's looks in "Can't Remember to Forget You" or "Pour It Up."
Today, Melt Cosmetics' Instagram account has 2.2 million followers. The @lora_arellano handle boasts one million followers. It's clear Arellano does not take her Instagram game lightly. She posts looks almost every day. Each shot often garners tens of thousands of likes.
She may be a social celebrity now, but Arellano also had humble beginnings. Here are a few ways the entrepreneur says she used her social networks to help her get recognized.