These Direct-to-Consumer Brands Are Disrupting the Beauty Industry

Startups creating major buzz with millenial consumers

Considering its obsession with the new and innovative, the beauty industry has remained surprisingly stagnant over the past half century, with 70 percent of the $60 billion makeup market still under the control of just 10 conglomerates. Something that has changed drastically, however, is buyer behavior. Whereas older generations of consumers pledged loyalty to one or two department store beauty counters, today's young women are comfortable going on to purchase a product they only just learned about from a YouTube vlogger.