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The 7 Steps of Effective Product Development

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This story appears in the May 2015 issue of Entrepreneur. Subscribe »

Toni Ko’s path to entrepreneurship was a common one: She wanted a product that didn’t exist, so she decided to create it herself. The item in question: a high-quality yet affordable eyeliner pencil. 

Stephanie Gonot
Objects of beauty: Founder Toni Ko.

The year was 1999. The self-professed makeup junkie explains that at the time, high-end cosmetics were available only at department stores; drugstore alternatives didn’t compare. At age 26 Ko founded NYX Cosmetics to bridge the gap between quality and price.

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