By  on February 23, 2017

After researching the viability of a technology platform she planned to launch, Natalie Mackey’s career took a detour.

During interviews with more than 200 women aged 16 to 29, women were asked to empty their purses. When they did, many apologized for the prevalence of drugstore makeup. There was scant interest in the software, but Mackey detected a white space for on-trend yet affordable beauty.

To continue reading this article...