Over time, creating viral products has become less of a phenomenon in the beauty industry and more a strategy. As a direct result of the viral pizza eyeshadow palette, Glamlite is pivoting its branding to focus on fast-food themed products.

The new range, called Morning Expert, consists of five products including a serum, an eye cream and an aromatherapy oil. It is being positioned as a new era for the business.

Direct to consumer lifestyle brand Hims and its sister-brand Hers are extending further into over-the-counter products.

NatureLab Tokyo was developed specifically for the North American market to serve as a tester for its parent company.

Skylar, an indie clean fragrance brand, is getting into the perfume subscription game to acquire new customers and incentivize current ones to engage more with the brand.

Winky Lux, the fast-beauty company that produces lipsticks and mascaras in a matter of weeks, keeps its product innovation ideas flowing through the help of its 50 employees.

Dermalogica, the skin-care brand and professional training school, is hosting its first-ever pop-up to stake its claim in the beauty market and emphasize its history as an education-first brand.

On March 20, Brandless launched an expanded wellness collection of 15 premium products, featuring superfood powders, vitamins, supplements, essential oils and a seven-day herbal cleanse. This increased Brandless's wellness assortment to 21 items. All products are between $4 and $15.

After almost six years as a beauty startup, Birchbox U.K. is ready to be a business mentor to fledgling indie brands.