This Entrepreneur Says She'll Take Down Sephora

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Grace Choi, a Harvard Business School grad, says her invention, a 3-D printer that prints makeup, can do what Sephora does but better and more conveniently—in the comfort of your home. And she made a pretty great case for her proclamation yesterday at the TechCrunch Disrupt NY conference.

Choi's product is called Mink, and it works like this: you see a color you like, you use Photoshop or other image editing software to copy the color's hex code, and then you click print. Mink will create an eyeshadow—and eventually lipstick or other types of makeup—in a neat little unit you can then insert into a case.

Says Choi:

What we're doing is taking out the bullshit. Big makeup companies take the pigment and the substrates and mix them together and then jack the price. We do the same thing and let you get the makeup right in your own house.

Choi convincingly answered a lot of tough business-y questions from the conference judges, all of whom where men. None of them asked about the quality of the makeup, which we're curious about. If the quality stands up to expensive brands, Mink is a serious game-changer. Watch out Sephora! Check out her demo below, it's amazing.

· Mink Is a 3-D Printer for Makeup [Tech Crunch]
· This Is How a Smartwatch Should Look According to Google [Racked SF]
· Eight SF Salons for the Perfect Summer Haircut [Racked SF]