8 Female-Run, Direct-to-Consumer Brands That Prove Sisters Are Doin' It For Themselves

Ah, ColourPop — an empire built out of $5 eye shadows. The millenial-favorite brand has become a staple in the affordable makeup-sphere, and we can trace it all back to a pair of siblings. Laura Nelson is the president and cofounder (with brother John) of Seed Beauty, an incubator that produces different cosmetics brands. One of these labels is ColourPop, and although it's now sold at Sephora, it first became (very) popular as a direct-to-consumer line. Want to know another brand that's part of Seed Beauty's lineup? That would be none other than Kylie Cosmetics. Which brings us to . . .