i went to the offices of the cosmetics company make yum geek to meet the founder, marlene estelle. she built an entire company around herself. she is real .she's relatable and people have responded by buying her products. >> california native marlene estelle is one of the most recognizable faces at the forefront of the new beauty landscape. >> it's all about the nitty-gritty education of makeup. >> her glossy and glam video is are followed by millions. marlene's 6-year-old company, make yum geek, has more than 250,000 products and last year the company brought in over $2 million in sales. marlene built her thriving beauty brand by blending her makeup artistry and social savvy with the tools she learned as a high school band teacher. >> i loved teacheing, but the music wasn't where my heart was. i started doing videos on the side. >> that was 2008. >> i would turn on a camera and say, i love makeup. i think i'm going to teach makeup for a bit. >> marlena had no intention of becoming a digital sensation and her videos were far from perfect and far from polished. >> i wanted to sit do