The Strategies These 3 Beauty Startups Use to Stand Out It's about rethinking growth.

In the United States alone, consumers spend north of $62 billion on cosmetics, skincare and haircare products each year. But younger women are increasingly venturing outside their Maybelline and Dior standbys, embracing smaller brands. As the crowded market grows more crowded (hello, Kylie Jenner Lip Kits), we talk to three startups that stand out.