This article was first published in Forbes on May. 10, 2024

Michelle Hu was born and raised in Melbourne, Australia and is now based in New York City. Just after Covid, she moved to the Big Apple to launch her business Étoile (French for ‘star’), a functional beauty accessory brand, built around the culture and routine of getting ready. As someone who has been very into makeup for over a decade, Michelle was always very interested in business and the consumer mindset. Not thinking her ideas would go very far, Michelle set out to create a brand with the intention of eliciting feelings of joy in people’s day-to-day practices. To her own surprise, Etoile was not only born but thrived quicker than she could’ve ever imagined. Read below to learn more about Michelle’s journey.

 

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