As a young journalist, I once had to interview Elle MacPherson. It was one of my very first major assignments, and as someone who hadn’t had much experience interviewing celebrities, I was very nervous. But along I went.

Being seen as “irrelevant” is something that strikes fear into the heart of every CEO or brand founder. The beauty industry is one of the most dynamic and innovative places there is, but as a consequence, the way we consume and shop for beauty has rapidly changed.