Divya Gugnani and Lindsay Ellingson, cofounders of Wander Beauty, a line of multitasking beauty essentials, have streamlined how their consumers apply and use makeup.
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Wander Beauty’s products are multitaskers, meaning that the components and formulas are multi-purpose. The formula is designed to be used in more than one way. Through its innovation, the company encourages its consumers to downsize their makeup bag and simplify their beauty routine. After a few meetings of brainstorming on how they could combine their experience, Gugnani and Ellingson took a chance on one another, and five years later they are still expanding and thriving in their business. In the first year, they spent all their time researching, surveying women and finding out the significant pain points that women experience while shopping for and applying makeup.
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