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future is possible. wherever you rejoining me from around the world, once again, a big hello and a warm welcome to the show. you know, just over six years ago, the singing superstar rihanna, she launched a cosmetic brand called fenty. she had the backing of the global luxury goods giant lvmh. today, fenty has made rihanna a billionaire, but she s not alone. kyliejenner, one of the most followed people in the world on social media, launched a makeup line and became hugely successful all by the age of 21. the cosmetics industry, it s one of the most disrupted out there, as well as coping with covid. it s had to deal with an onslaught of these start ups, which use the founder who can talk directly to customers on social media to drive growth and create a seemingly personal relationship with them. that s according to one of the authors of one of the most widely read reports in the cosmetic and beauty world. they re not necessarily celebrity driven, many of them are, but often the

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