Beauty Brands Lime Crime and Not Your Mother’s Seek Backers

“Strategics are so active in this category that you have to get smaller to get something before a strategic snaps it up,” said Vandana Radhakrishnan, a partner with Bain & Company. She added that industry giants, too, are looking for younger companies that have levels of consumer advocacy with the goal of catching their growth early on. “Everyone is going to go smaller,” she said.

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