Even if you aren't familiar with the term "direct-to-consumer," you've probably shopped at a brand that follows the business model. The buzzy term has risen to prominence as more startup retail companies choose to "cut out the middle man" and hawk their goods straight to customers without enlisting the help of a third-party retailer. Think of Warby Parker, the glasses company that sells its styles via its own website and brick-and-mortar stores. In the beauty industry, the owners of many direct-to-consumer brands are women, because who better to run the whole damn show than a fierce female in charge?
From Glossier to Kylie Cosmetics, both up-and-coming and well-established businesses have opted to sell directly to customers, ensuring the following nine women creative — and financial! — control. Although some of these brands have since branched out of the model, each one played an important role in the history of innovative way of doing business. If you need any further proof that women are killing the beauty game right now, read on. Perhaps it will inspire you to start your own company!