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How New Beauty Brands Are Made

Retail accelerators have offered new founders help breaking into retail and boosting merchandising assortments. Results may vary.
Beauty brand Pound Cake.
Beauty brand Pound Cake. (BoF Team)

Camille Bell and Johnny Velazquez didn’t know much about the inner workings of the beauty industry back in 2016, when developing Pound Cake Cosmetics, their “pro-fat, pro-queer and pro-Black” makeup line. The pair, who met as students at Temple University in Philadelphia, simply wanted to make lipstick that both matched a variety of skin tones and still looked like the colour advertised on a tube.

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