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WOMEN around the world are raiding their partners shaving kits for the current must-have beauty hack.

Like beauty fans across Australia, they're on the hunt for the best new primer cosmetics pattern, Nivea Men Sensitive Post Shave balm, and are clearing store racks after rave evaluations from beauty blog writers and Kylie Jenner who shared the humble product to her 10 million Snapchat fans.

The lightweight balm with an apparent manly fragrance, which retails for less than $12, has actually been on the marketplace for 15 years and is selling out throughout Melbourne leaving empty racks in Priceline, Chemist Warehouse and supermarkets.

 

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For years, the beauty market has been run by a handful of big, publicly-traded behemoths. In recent years, women entrepreneurs have started contemporary, tech-enabled business aimed at filling gaps in a market that’s both huge worth $60 billion a year in the U.S. and staid.

They're making inroads: Lauren Remington Platt s on-demand hair and makeup company V nsette, Melody McCloskey s visit booking firm StyleSeat and Emily Weiss s completely modern cosmetics startup Glossier have actually raised well over $50 million between them.

These three business owners were signed up with by consumer equity capital star Rebecca Kaden, a partner at Maveron, at Forbes Under 30 Summit in Philadelphia, to talk with moderator Carrie Hammer about how they’re interrupting the beauty sector.

 

 

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Emily Weiss didn't set out to start a beauty company when she launched her career in editorial years earlier. Today, however, Weiss is the CEO and founder of Glossier, a cult-status beauty brand that has had 10,000-person waiting lists for 2 of its products.

The former art student and Vogue staffer was always interested, primarily, in storytelling and material. She was troubled by her experience with eyelash extensions studio city beauty brands, which she felt were talking "at" her. Beauty shopping, she felt, did not have the context of genuine women and genuine experiences.

"There's this yearning to get in touch with other women," she stated to Business Insider. So she began a blog site in 2010, called into the Gloss, where she candidly spoke with women from celebrities like Kim Kardashian to makeup moguls like Bobbi Brown and designs like Karlie Kloss and highlighted their bathroom "leading shelves" and everyday routines.

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