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INSIDE this ISSUE
1. All You Need to KnowAbout MicroneedlingWith PRP 2. Unique Food Tracking Apps to Check Out in 2020
2. Get the Scoop!
3. Rely on Your Body for Hair Growth
3. Fresh Finds
The Beauties Behind Melt Cosmetics
What It Means to Be La Jefa
Starting out as coworkers at Nordstrom’s makeup counter, Lora Arellano and Dana Bomar became fast friends after bonding over their love of vibrant lipsticks and strong shades. In 2012, they took that shared passion to the next level when they started Melt Cosmetics, a brand of eye-catching, innovative products that launched with a line of five bold, ultra-matte lipstick shades.
Of course, it didn’t all happen overnight. Lora and Dana kept their day jobs, saved, created, and tested until they found formulas that were up to their standards. They developed makeup tutorials that took off on social media and built an excited fan base — and eventually landed Lora a gig as Rihanna’s makeup artist. Initially, makeup labs didn’t take Lora and Dana seriously. At the time, their vision for ultra-matte, bold lipsticks didn’t exist on the market, making it risky in the eyes of some, but the two entrepreneurs knew their perfect opportunity would be a hit. Even after getting turned down, the pair persevered, knowing they had an idea worth pursuing. “We had a really strong vision, and we wanted to do something that hadn’t been done before!” Dana said. It took a year to launch Melt’s first line of lipsticks, but when it launched, the lipsticks sold out within minutes, due in large part to the cult following Dana and Lora cultivated on social media. These days, Melt Cosmetics is one of the most successful independent makeup companies out there, empowering women to enhance their beauty with bold and innovative products. None of that would be possible without the two strong, pioneering Latinas at its helm. They are a stunning example of what it means to be La Jefa.
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