Holding companies and well-financed new Amazon aggregators alike are snapping up beauty and wellness sold exclusively on the platform. But growing them within and beyond the Amazon ecosystem will be challenging.

Seasoned entrepreneurs like Urban Decay’s Wende Zomnir and Bobbi Brown are hoping they can make lightning strike twice, launching new beauty brands into a vastly different consumer and retail environment.

The American prestige beauty giant’s purchase of the company, best known for $6 serums, is a sign of the increasing blur between drugstore and luxury.

A growing number of consumers want beauty products minus the plastic packaging. Greener options are expensive — but some viable options are emerging.