It all started with cake. When Amberlei Ramirez joined Instagram around 2012 it was to showcase her baking—unicorn-shaped cake pops, mermaid cakes clad in purple fondant scales and cheeky cupcakes that mimic the smiling poo emoji with striking accuracy. “I am a home-based baker. I started it out as a hobby, and it turned into a business,” says Ramirez.
Instagram was a medium to share her work and connect with other bakers, but as her following grew, the postings morphed into a social media career, with hero shots of pastries giving way to restaurant tableaus and cosmetics collages. “I’ve always loved makeup,” says the 29-year-old Philippines native, who’s lived in Las Vegas since 2001. When she first got into beauty content, she saved up to buy a bunch of high-end products. Now brands send her their new lines, which Ramirez showcases in brightly lit images on a background of white fur or marble. “I started with just having a small makeup bag. Now my entire house is filled with makeup. I literally don’t have any more space.”
When Ramirez appears in front of the camera—posed just so on a lightly mussed bed or modeling a new mascara—it’s her daughters, ages 10 and 7, behind the camera. “They know my style. When other people take my picture, I’m kind of iffy about how it turns out,” she says.
For Ramirez, the social media platform has also been her entrée into a group of dedicated local food lovers who often attend the same restaurant events and parties. “The food community here in Vegas is like family,” Ramirez says, adding that most of the places she goes are off-Strip spots that “just need a little social media push.” Current favorites include the Harry Potter-themed Bad Owl Coffee in Henderson and Recess Italian Ice & Desserts. Does she actually eat everything she posts? Ramirez says yes. “Especially if it’s sweets or desserts—I can’t pass that up.” –Sarah Feldberg
Click here to follow Amber on Instagram.
