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How Social Media Led a Latina Makeup Artist to Rihanna, Ciara

CEO of Melt Cosmetics Lora Arellano has used social media to help build her company.
CEO of Melt Cosmetics Lora Arellano has used social media to help build her company. Brandon Lundby

In the digital age, seemingly nothing about our lives is private. Makeup artist Lora Arellano, CEO of Melt Cosmetics, has used that to her professional advantage.

"I've always used social media as a way to further my career, and it's always worked," she says.

Arellano'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.

Arellano says she has used social media as a way to advance in the beauty industry, but in some 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.