By  on October 22, 2018

As the prestige skin-care category booms, female entrepreneurs are helping drive the momentum. “Women are natural storytellers and the story today is all about the product,” said Larissa Jensen, executive director and industry analyst at The NPD Group, which reports category sales are up 16 percent in the first half of this year, to $2.7 billion. According to Jensen, the increase can be attributed to skin care’s close ties with the burgeoning wellness movement, and female-founded brands that are utilizing clean ingredients and communicating on an emotional level. “Women have a better connection with their audience,” she said. “There are great stories with all of these entrepreneurs on why they introduced their brands, which resonate because consumers love stories.”

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