Direct exposure is Ulta Beauty, Inc. (ULTA), the primary vehicle to capture the trend with its dominant U.S. footprint and loyalty-driven growth. Indirect exposure includes Estee Lauder Companies (EL) and Coty (COTY) to the broader prestige and mass cosmetics market, and LVMH Moët Hennessy Louis Vuitton SE (LVMUY) for luxury makeup via Sephora and brand portfolios. Other public avenues include beauty-focused exposure through EL, COTY, and LVMUY, providing diversified access across price tiers and distribution channels. Entrepreneurial opportunities involve private-label product development or service platforms that integrate with Ulta's omnichannel ecosystem, such as exclusive partnerships, D2C brands, or beauty-retail software solutions that enhance in-store experiences.