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The fashion world isn't the only group flocking to LA for inspiration. California's magnetic force has also attracted the beauty industry, with power-players like L'Oréal and Estée Lauder buying out local favorites like Baxter of California and Smashbox. Trade journal WWD recently spoke to Milani chief marketing officer Mona Monaghan-Kelliher who had this to say about the movement: "It's in the water. It's in the sunshine. It's in the creativity." Financo managing director Vennette Ho chimes in: "The West Coast is a huge center of innovation for the beauty industry, and is its own little microcosm in terms of talent." [WWD; Previously]