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Brands' social-first merchandising strategies have catalyzed explosive growth in the brow space. While the incumbents — Anastasia Beverly Hills, Benefit Cosmetics — battle it out for category dominance, digitally-native upstarts are disrupting on new channels of distribution, including Amazon. As brands continue to flock to emerging categories to capture incremental market share, it is vital to win consumers on discovery platforms and support launches with category-relevant content.