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They couldn’t outspend Glow Biome, but they could outthink them. Maya used to create comparison charts titled “Why does your serum smell weird?”—a direct, legal jab at the Reddit complaints. She posted them to her Instagram Stories.

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Maya choked on her tea. “We don’t have that. We are the startup they laugh about in boardrooms.” They couldn’t outspend Glow Biome, but they could