Harvard Business School student blew everyone away at TechCrunch Disrupt! Will be interested to see if this actually takes off because I suspect that most big makeup consumers enjoy the buying and product experience, and don't really WANT to do things more cheaply and quickly. In other words I strongly suspect that this might be a case where the entrepreneur has tapped into MALE INVESTORS' idea of what women SHOULD want, instead of what women actually want.

You may be right but she makes a good point about the price of colors:

"The makeup industry makes a whole lot of money on a whole lot of bulls---," Choi said at TechCrunch Disrupt this week. "They charge a huge premium on something that tech provides for free. That one thing is color."

By that, she means color printers are available to everyone, and the ink they have is the same as the ink that makeup companies use in their products. She says the ink is FDA-approved.

The printer is cheap enough ($300) that some curious people will try it.

Such as the woman in the video pictured above: