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  • Fast Company

    SHADES OF THE FUTURE

    How ColourPop is putting a new face on the online cosmetics business
    by Sheila Marikar Apr 17, 2017 3 minutes
    Bright ideas A key part of ColourPop president Laura Nelson’s strategy is reacting fast to fan feedback.

    Sibling entrepreneurs Laura and John Nelson launched ColourPop with a simple idea: makeup that would be native to Instagram, not drugstore shelves. It was 2014, and the duo—both working as executives at Spatz Laboratories, their father’s beauty industry supply company—saw Instagram and YouTube personalities posting makeup tutorials that were attracting huge audiences. The Nelsons also noted an uptick in overall cosmetics spending, which they attributed to excitement over those how-to videos and online product endorsements.

    Taking advantage of Spatz’s high-volume manufacturing infrastructure,

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