The beauty startup’s new makeup line features bold, dramatic products, contrasting the low-coverage products it’s become known for. (Fast Company)

Talking point: Worldwide, the beauty and skincare industry is expected to reach US$750 billion in sales by 2024. Glossier—which has raised more than US$86 million in venture funding so far—owns all its distribution channels, unlike traditional brands that sell through third-party retailers. That allows it to sell without a retail markup and, crucially, collect more customer data. The brand is known for its customer engagement and community, particularly through its Instagram, where comments and private messages directly affect its advertising strategies and product development. Glossier has been criticized for promoting a narrow standard of beauty; this new brand shows its ambitions of competing with beauty giants like L’Oreal and Estée Lauder, whose multiple brands allow them to cater to a wider consumer base.