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These Small Cosmetics are Shaking Up the Beauty Industry in a Big Way

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This story appears in the October 2015 issue of Entrepreneur. Subscribe » You're reading Entrepreneur United States, an international franchise of Entrepreneur Media.

It’s one of life’s great mysteries: Why do women carry such huge purses? One major culprit is distended makeup bags filled with forgotten tubes of lipstick, aging mascara and gloppy concealer.

Ewan Burns

Cosmetics startup Stowaway aims to change that. Launched last February in New York City, Stowaway is looking to shake up the $60 billion makeup industry with a line of undersize cosmetics designed to go wherever the busy, modern woman goes. “Seventy percent of the makeup market is controlled by 10 conglomerates like LVMH and L’Oréal,” explains co-founder and CEO Julie Fredrickson. “They haven’t changed since the 1950s, but our lives have changed dramatically.”

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