Once upon a time, securing distribution in department stores was coveted and newsworthy. Fast-forward to 2022, the beauty distribution rules have changed, making Walmart and Target launches big news. Retailers have tapped into indie beauty innovation, launching a slew of newness this year in the high-stakes race to own a piece of the beauty consumer's wallet. Everything is bigger at mass the revenue, door count, inventory, and marketing spend. Learn from three indie founders that have scaled up and made mass work.