ColourPop

ColourPop launched in 2014 out of Oxnard, California as the direct-to-consumer makeup arm of Seed Beauty, the manufacturing-meets-marketing studio run by siblings John and Laura Nelson. The brand built its early reputation on $5 Super Shock eyeshadows in a creamy, lightweight formulation that delivered high-pigment payoff at a price point that undercut every prestige brand in the category, all sold online-first with a fast turnaround on collabs and limited editions.

The brand has since collaborated with Disney, Kathleen Lights, Animal Crossing, Hello Kitty, and countless creators, and the No Filter Finishing Powder has become a leading dupe for Laura Mercier's Translucent Powder. ColourPop expanded into Ulta shelves in 2019 and is now one of the top-selling color brands at Ulta, while remaining DTC at colourpop.com with same-day price points that still sit well under most prestige and even drugstore competitors.