Millennial entrepreneur Karissa Bodnar built Thrive Causemetics off young customers’ desire to be part of something bigger than beauty. Bodnar leverages consumers’ interest in making a positive impact with their purchases and being part of a larger community, rather than relying solely on her name—earning her a comparison to an Estée Lauder figure shaped by hustle culture. She also emphasizes purposeful consumption and a sense of belonging with the brand by centering not only products, but also brand events around charities. These efforts align with what Gen Z and Millennials want to see from brands, which is why it’s doing so well as direct-to-consumer without even being on major retailer shelves. YPulse data shows more than three in five young consumers say they would pay more for a product that supports a cause they believe in and Thrive’s model of purchases contributing directly to donations is exactly what young people are looking for. (NYT)
