From Rihanna to Emily Weiss, more young women are disrupting the beauty space with cosmetic lines that thrive on social media. While millennials are leading the way with the industry's disruption, other generational outliers — notably 21-year-old Gen-Zer Kylie Jenner and 62-year-old Anastasia Soare — are also key players in the trend. Over time, beauty industry marketing has evolved from word-of-mouth and traditional ad campaigns to Instagram tutorials and user-generated content, making it easier than ever to launch a new brand.