And though they certainly owe a debt to the pioneering makeup-artist lines of the early '90s, they have a rebellious streak and lighthearted sense of humor that make lines such as MAC and Bobbi Brown seem serious, even slightly stodgy.
Distribution is also extremely limited.
But what the new generation labels lack in scope, distribution and financial muscle, they easily make up for in buzz and celebrity-endorsed cool. Drew Barrymore is a Delux nail polish loyalist. Naomi Judd is like my new best friend. Magazines are also taking notice. But we have a lot of work to do to get to that point.