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Micallef had started Arsenic as a side project, a hobby to escape the "Hollywood bulls---" that had become increasingly pervasive in her day job as an independent filmmaker.
In 2014, Micallef wanted to start a print magazine.
"I said, Amanda, print is dead," her cofounder Billy Hawkins laughs.
The tone was set from the second Arsenic shoot ever, when cofounder Amanda Micallef threw the photographer off the set.
Arsenic's Snapchat channel has around 500,000 people clicking on every photo and video its models post.
Arsenic's meteoric rise comes at a time when social media can make anyone a star and women are being empowered to take control of their bodies.
The up-and-coming models want attention and to be discovered.
Brands are clamoring to have their products, like cars, show up as photo-shoot props.
Arsenic doesn't pay for any of its Snapchat content.
The entire platform is crowd-sourced, with people volunteering to take over the account and showcase their lives.