Millennial entrepreneur Karissa Bodnar built Thrive Causemetics off young customers’ desire to be part of something bigger than beauty. 

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)