Inside the secret world of beauty brand incubators: 'Every celeb and their grandma thinks they can be beauty billionaire'

By Sarah Parsons | Published: 1-Apr-2021

Beauty incubators like Maesa, Waldencast and Beauty Bespoke Brands plan to be the next Unilever or L'Oréal, while their celebrity partners aspire to be the next Kylie Cosmetics

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What do Millie Bobby Brown, Will Smith and Kim Chi have in common? No, it is not the beginning of a bad joke.

This trio have all entrusted brand incubators to develop their cosmetics empires, as did Drew Barrymore, Emily Ratajkowski, the Kardashian-Jenner clan and new to the beauty scene, Pryianka Chopra.

Whether it's founder-led brands, retail exclusive lines or viral trend specialists, what's clear is that beauty incubators (aka turn-key operations or private label manufacturers) are a growing global movement that is

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