Breakthrough Brand of the Year, Mass: Good Molecules Image Credit: Courtesy of Good Molecules

What started in 2018 with a humble $6 hyaluronic acid serum has turned into a booming business of no-fuss, affordably priced skin care goods. With viral offerings like its $6 Yerba Mate Wake Up Eye Gel and $12 Discoloration Correcting Serum, Good Molecules has won the attention — and the even more coveted trust — of value-focused Gen Z. The brand’s growth is outpacing that of the skin care category at large, and Good Molecules is also winning on a volume level: its Yerba Mate eye gel sells more than 40,000 units monthly on Amazon, while its hyaluronic acid and discoloration serums respectively exceed 20,000 monthly orders on the platform. That’s not counting the Beautylish-owned brand’s growin

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