The Business Behind Beauty

Beauty is democratizing. Since the 2010s the beauty industry has been undergoing a profound metamorphosis as new voices enter the scene. Leveraging social media innovative indie ventures are tapping into communities of Generation Z and Millennial consumers. Bolstered by the support that they receive from young people these companies are changing the landscape of beauty.Who are the visionaries behind the most successful and impactful ventures?The Business Behind Beauty answers this question by chronicling the personal stories of trailblazing entrepreneurs and the effects that they have had on the beauty industry. By integrating comprehensive research into a storytelling style Laura Serban puts a face to some of the most renowned billion-dollar companies including: Fenty Beauty which set a remarkable precedent of inclusivityThe Ordinary the first company to popularize potent skincare for affordable pricesLush a model of ethical entrepreneurshipKylie Cosmetics the ultimate example of a celebrity-led ventureand many more...Explore the ingenuity of these pioneers and learn about the joint effort of Generation Z and Millennials to shift business trends.