How Etoile Collective founder made $5m in one year

There is no time in a beauty devotee’s life as horrific as the moment their makeup bag tumbles, slow-motion, off the side of the bathroom counter. 

Bronzer smashed, foundation leaking, lipstick crushed. It’s a sparkly crime scene, and often a financial kick in the guts. Good quality makeup is expensive, after all. 

For 24-year-old founder Michelle Hu, inconvenient and impractical makeup storage options was something that had to be fixed. 

“I had compiled the biggest makeup collection and…


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