NEW YORK, United States —When Stowaway co-founders Julie Fredrickson and Chelsa Crowley began developing their line of “right size” cosmetics — priced between $10 and $22 and made in smaller sizes so that they can be easily transported and consumed before the oft-ignored expiration date — there was no question that the company would be born online.
Not only did direct-to-consumer e-commerce offer the nascent brand lower start-up costs and better margins, but “we wanted to reach a community,” explains Frederickson. “That’s why e-commerce is a strong proposition for beauty and personal care. Beauty secrets are meant to be shared,” adds Crowley. Having raised $1.5 million in funding, the duo launched their website in February 2015.

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