At the Alice & Olivia presentation today, the conversation focused on connections, using travel as a way to bridge the cultural gap.

When Dollar Shave Club was sold to Unilever in 2016 for $1 billion, the direct-to-consumer trend became a bonafide proof of concept. Now, as personalization and wellness have come to dominate the beauty conversation, DSC is looking at how it can continue to create proofs of concept in those areas.

Physicians Formula is looking at how it can bring an offline touch to desktop and mobile advertising, by using augmented reality ads to replicate the in-store shopping experience.

These devices are entering the market at a time when the U.S beauty device market is taking off, having seen a 40 percent year-over-year growth to $650 million.

Individual brands are using rewards programs to educate customers in ways that multi-brand retail partners cannot, as well as to reach new customers in new markets and foster a brand lifestyle for top-paying customers.

Naturally Serious launched exclusively in Sephora stores and online in August, and has already met its first-year goal of $10 million to $15 million in sales. It expects to reach $30 million to $40 million in the next three years.

Nylon has also turned to affiliate links, building out events like its annual Beauty Awards, creating more inclusive content, and potentially augmented reality to further bolster the business.

Schmidt's Natural had to quickly adjust the business and learn how to scale while under new ownership, and adequately take advantage of the plethora of services its parent company could provide.

Since 2005, Sara Happ has wanted her eponymous brand to focus on one thing: lips.