Everything you need to know to start a makeup line and sell your beauty brand online. Get insights into the cosmetics industry and examples from successful brands

There are well over 250 makeup lines represented by beauty giant Sephora. Any one of those brands may sell 10 different mascaras, promising every feature from lengthening to curling to water resistance. Customers are faced with a good problem: there’s too much choice.

For would-be entrepreneurs pursuing small business ideas in the beauty space, this saturation presents a real challenge.

Is there really room for another BB cream? Another matte lipstick? How do you, a budding makeup brand founder, get your products to stand out in a crowded market? How does a new mascara get visibility among the literal thousands?

Surprisingly, there’s still room in an industry once dominated by legacy brands. Trends and niche markets spring up almost daily, ready for the taking.