Brand: Winky Lux
Founder: Natalie Mackey
Story: A veteran of the fashion industry, Natalie wanted to bring luxury beauty to millennial consumers at a fraction of the price. All of the brand's products come in adorable packaging and fabulous, on-trend colors and formulas.
Product to try first: The tiny lipsticks in the Winky Lux Mini Lip Pill Set ($16) will allow you to test out many of the brand's shades in sizes you will actually use up.