Startups are reinventing customer experience in fashion and beauty through personalized products and services based on customer data, new direct-to-consumer brands meeting community needs, and new services combatting counterfeiting. The document highlights 20 startups including those offering custom-formulated cosmetics, color-matching makeup recommendations using selfies, custom shoe design, and authentication services to verify product authenticity. Several startups are already partnering with major brands and retailers or are potential acquisition targets.