The last few years have seen an upswing in financing for beauty startups, with funding rounds steadily increasing since 2012. By last September, various new beauty companies had already snagged more than 74 rounds of funding in 2016, according to CB Insights, which predicted the industry was on track to clock $424 million in financing during 2016 and a record number of funding deals.

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11. Madison Reed The idea behind at-home hair coloring service Madison Reed was to give women a viable option aside from shelling out hundreds of dollars for monthly touch-ups at the salon. For just $25 per box—or $20, if you opt for a subscription—Madison Reed promises salon results without compromising on the ingredients of its products, which are dictated by the European Union’s safety standards. (Its subscription service is largely responsible for Madison Reed banking $15 million in revenue last year, according to Forbes.) In December, Madison Reed opened its first physical salon in Manhattan, where women can get their roots touched up for $45 in 45 minutes flat.