Color Cosmetics Gurus

Four cosmetics entrepreneurs convene to explore the importance of brand values and challenges of selling makeup during the pandemic. A principle lesson? Brands have to sincerely understand and not ignore the issues meaningful to their target customers. In addition, the founders discuss why brands were called out for a lack of workplace and imagery diversity in the wake of the Black Lives Matter protests. The end of pandemic-stoked store closures won’t completely rectify makeup brands’ difficulties—retailers and brands are looking to augmented and virtual reality tools to help compensate for the removal of testers.