Celebrity and ethical brands upend US$52 billion beauty industry
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The Wall Street Journal reported that independent cosmetic companies such as Anastasia Beverly Hills Inc., Glossier Inc., Kylie Cosmetics and Milk Makeup are among dozens of brands wooing millennials and younger consumers away from traditional beauty companies. These retailers are giving the industry a makeover by offering a more diverse range of natural products and by using celebrity founders, such as Kylie Jennier, and social media to engage consumers. The results are significant: independent makeup brands' sales grew 24% in 2017, compared with the market average of 5.9%, according to research.