"The Ankari Floruss brand basically revolves around being an influencer," Ankari said.

International expansion was made possible, Gordon said, by First Aid Beauty's $250 million acquisition by Procter & Gamble in 2018.

Switch is like Rent the Runway, but for jewelry, renting out precious pieces for $29 a month. "It's a perfect product for rental. You don't really feel like it's ever been worn before, " Kadisha Cohn said.

"To be honest, we make a lot less building our own business, at least right now, than we would taking brand partnerships all the time," Engel said.

For Goldman, direct-to-consumer methods and retail are complementary. "As an omnichannel approach, the whole brand is lifted and the consumer has an opportunity to learn more about the product and take the journey with us."

"We weren't growing and developing with our consumer. Those are areas that I think we've really focused on how we can improve," Hughes said.

"We want to be the brand that gives the consumer the right information to help them," Laxton said.

"It's a pretty broad demographic," Gates said about Birdies' customer base. "No matter how old you are, you want to be fashionable, and no matter how young you are, you want to be comfortable."

E.l.f Cosmetics CEO Tarang Amin explains the company's turnaround after a slump in sales in 2018: "We came back to what our real superpower is, which is creating these prestige-quality products at these unbelievable prices."