"Millennial's Rise to Beauty Brand Fame with Estée Lauder's Playbook"

Karissa Bodnar, the founder of Thrive Causemetics, has built a successful beauty brand by leveraging a direct-to-consumer model and emphasizing social conscience. Thrive's marketing strategy focuses on community involvement and charitable giving rather than extravagant launch events. Despite facing legal controversies and social media backlash for its social stances, the company has cultivated a strong following and brand loyalty. Bodnar's approach to business, which includes significant product donations and a commitment to social issues, has differentiated Thrive in the competitive beauty industry.