Could drugstore brands close the gap between themselves and indie beauty upstarts?

Could drugstore brands close the gap between themselves and indie beauty upstarts? With Emily Weiss (founder of Glossier) recently admitting she uses St. Ives’ Apricot Scrub, some are questioning the true difference between drugstore brands and cult favorites, which “traffic in exclusivity.” CoverGirl’s and others’ recent rebrands towards minimalist packaging and inclusive marketing is a start. And to make a CVS more like a Sephora, more stores have been adding upscale brands from across the globe. (Nylon)