Ramadan may be the best time for retailers and brands to reach U.S.-based Muslim consumers. Now is the time to invest in reaching Muslims in the U.S. to sell them consumer products.

We are used to measuring the success of retail by counting how many stores open and close. But now the way consumers buy things has turned that on its head. Stores need to do so much more than ever and watching the number of stores that open and close is a lot less important.

The beauty business is characterized by younger, independent companies that are leading the trends. Here are the latest crop of award winning beauty startups and what they’re focused on.