By  on April 26, 2017

Natalie Mackey began her career in finance but switched gears to build companies. After success in fashion, she began to work on a tech platform tied to color cosmetics curation. During preliminary focus groups, she and a business partner found an audience only lukewarm to the concept. What she did uncover was when they asked women to empty their makeup bags, the participants apologized for the mass market products. She shifted gears to create an affordable brand women wouldn’t be ashamed to pull from a purse.

Not coming out of the beauty business, she disrupted conventional wisdom when she founded Glow Concept in 2015, which includes the fast-growing Winky Lux brand. She’s been breaking the rules ever since — including launching new products in an eye-opening 45 days. She uses the term “fastige” to describe the nimble ethos of a business that can jump in and out of a trend at the speed of which it is happening — much least fast fashion.

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