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The Game-Changing New Way To Buy Beauty Products

There’s a new generation of beauty brands capturing the attention of cool girls everywhere, and you won’t find them in any department store. Direct-to-consumer beauty—brands that cut out the middleman selling only through their own online and brick-and-mortar stores—might still be a niche concept, but we’re betting that as with fashion (see: Warby Parker, The Arrivals and Reformation), this trend has legs. Here, five brands leading the movement.

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