By  on June 9, 2015

At a time when innovation, relevance and agility are driving the industry, brand incubators are beauty’s newest growth engines. Such companies, started by both beauty veterans and newcomers alike, are introducing brands at a blistering pace. Most have been conceived in the last three years or so and brought to market on an accelerated schedule not feasible for larger, more established companies.

As with so much else, their very creation is enabled by the digital revolution. “Five years ago this would not have been viable or successful,” says Laura Nelson, cofounder of direct-to-consumer brand incubator Seed Beauty. “The consumer was at a different point then. I don’t know that she was willing to buy beauty online. Her purchasing behavior, what she is buying and where, and the influencers she is following — this has converged to change her willingness to go on a Web site and try a new brand.”

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