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“It’s her authenticity and insight that gained her such a loyal following,” co-founder Katie Borghese mentioned of Chen Craig’s early success with BagSnob. And whereas it’s safe to assume that inbuilt audience doubtless boosted U Beauty’s initial publicity, now the model has precise lab result-backed bonafides to carry it forward. U Beauty now has eleven merchandise, including its face lotion , a tinted moisturizer, and a transparent lip compound—also available in a growing number of shades. Despite demand and the temptation to quickly increase throughout their product line, the co-founders take their time with each new addition. It was a full 12 months, for example, before U Beauty launched its second product.

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