Pure Beauty

The 10 beauty brands that defined the 2010s

By Sarah Parsons | Published: 19-Dec-2019

From start-ups to conglomerates, these brands have changed the conversation around beauty forever

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As the decade comes to a close, it’s an apt time to reflect upon on the light bulb moments and hard work of entrepreneurs that inspired, shaped and shook the beauty world.

And the past ten years didn’t disappoint, as the brands below (along with Instagram and YouTube) have changed our industry beyond recognition. The team at Cosmetics Business have seen countless launches, weird and wonderful trends, as well as flops and triumphs.

But which beauty brands defined the 2010s? Here, Cosmetics Business outlines the game-changing companies that have transformed make-up bags and bathroom cabinets forever.

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