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50 June 2016 | beautystorebusiness.com as direct messages on the popular app. "Usually, I get hired by production com- panies. But if [the celebrities] like my glam, they will contact me separately." Sowing the seeds of a social-media presence is an investment that Martinez has proven can pay off—but not without effort. "It hasn't been easy. It's been hard work getting to work with these people. But it's been worth it. It was hard getting there, but once you get there, it takes off on its own," he says. Although Martinez has been working in the Los Angeles area for years now, Hollywood is a different arena. But if you can withstand it, it's a huge market for beauty professionals, he says. "More than anything, [you have to] stay truthful to yourself and be honest with people you work with," he says. "There are so many things going on [in Hollywood] and shady things. Stay out of the drama. Remember that it's a business and there's always going to be someone better than you. At the end of the day, it's about art. There's a saying that I like, 'Let people decide whether it's beautiful or not, and while they're deciding, create more art.'" Down the line Martinez hopes to expand his social-media presence to include a YouTube channel. "I'm working on that. It's just getting the hang of it. I love social media, and I feel YouTube would be such a great creative outlet too. For me, it's more about the time." For now, his focus lies on expanding his celebrity clientele, which he hopes to one day include the Kardashians. "I love the Kardashians. The girls are so beauti- ful. Obviously, [working with them] would be a dream come true," he says. "They're definitely 'makeup goals' for a makeup artist—2016, I'm coming for you Kylie!" ■ Malena Jaime is a freelance writer and editor based in Huntington Beach, CA. FOUR TIMELESS TIPS Celebrity hairstylist and MUA Jose Martinez offers these tips from experience. Health is No. 1. Taking care of oneself is one of the most overlooked yet important disciplines a person can exercise, Martinez says. It's one he recently learned the hard way. "I was in New York, and I got super sick. At the time, I was working like 16 hours a day, and for three weeks, I didn't have a day off. I ended up getting so sick that I couldn't work for two months." While it's easy to get swept away in the lifestyle of being on the go, that doesn't make you impermeable to time differences, rough schedules and long hours. "If you don't have your health, you don't have a job." Measure the opportunity as ell as the pay. "[Early on in your business] you can take chances— [but] be smart about them. Be loyal to customers—and yourself. "Managing time is hard. I love all my salon clients, and I was with them so many years before being on the road. But sometimes you need to do what you need to do—and all my salon clients understand that." Foll rends, but set a fe f your n. "Keeping up with trends is major in our career, but it's about being daring enough to add to those trends and create your own." Images courtesy of Jose Martinez