Among their many casualties the wildfires tearing across Los Angeles have destroyed several beauty brand founders’ homes.
Those affected include Paris Hilton, founder of media company 11:11 Media and her upcoming beauty business 11:11 Beauty.
The socialite-turned-entrepreneur posted a video to Instagram showing the remains of her home and stated the “heartbreak is truly indescribable”.
“When I first saw the news, I was in complete shock – I couldn’t process it,” Hilton added in the post.
“But now, standing here and seeing it with my own eyes, it feels like my heart has shattered into a million pieces.”
“What breaks my heart even more is knowing that this isn’t just my story.
“So many people have lost everything. It’s not just walls and roofs – it’s the memories that made those houses homes.”
Los Angeles make-up artist Nick Lennon’s home was destroyed by the wildfires.
It resulted in the loss of tens of thousands of dollars worth of salon equipment, hair tools, human hair wigs, extensions, hair and skin products and make-up kits.
“Thank you everyone for checking in and for your kindness,” Lennon wrote in an Instagram Stories post.
“My heart is breaking over and over again.This just isn’t fair.”
The founder of hair care brands Ouai and Mane, Jen Atkin, has also lost her home.
"This is weird to post but our house is gone," Atkin shared in an Instagram Stories post.
"We just got confirmation. Our whole area demolished. So many are displaced and feeling scared right now it's almost too much to comprehend.
"We're going to be ok. We always push thru.”
Marta Freedman, co-founder of Dieux Skin and Sacha Strebe, founder of Skinlexicon, have lost their homes to fire as well.
Ten people have been killed by the blaze which started on 7 January, with residents from the Palisades, Hurst, Lidia, Eaton Kenneth and Sunset counties having been evacuated.
More than 1,100 buildings from across these areas have been burned down, with forecaster Accuweather estimating losses between $135bn and $150bn.
Efforts to quell the fire have been disrupted by the high winds, and Los Angeles Fire Department chief Kristin Crowley stated the situation remains volatile.
"We are not out of danger yet,” Crowley said in a press conference on 10 January.
“You can see the active fires that are burning with strong winds that are going to continue throughout the night.
"I can tell you and assure you that firefighters and first responders remain focused on protecting lives and property. We urge the public to help us."