The race to $1 billion - how startups Glossier, Casper, Rent the Runway, and Away became retail unicorns

Founded: In February 2015 by Steph Korey and Jen Rubio

Valuation: $1.4 billion (reached May 2019)

The story: Of the four startups, Away is the fastest to reach unicorn status. Travel isn't a difficult thing to get excited about — everyone is always looking at their next vacation or planning a new itinerary — but the actual products, like suitcases and packing cubes, tend not to incite the same reaction. Away understands that if the suitcase is thoughtfully designed, made from durable materials, and looks beautiful, you'll be as happy to pack your suitcase as you are to explore a cool destination.

The best products to buy:

• The Carry-On, available in 10 colors, $225
• The Insider Packing Cubes (Set of 4), available in 9 colors, $45
• Stickers, $15

Learn more about Away:

• This sleek $225 carry-on suitcase can charge your phone and only weighs 7 pounds — and it's just what modern travelers need

Founded: In November 2013 by Constantin Eis, Gabriel Flateman, Jeff Chapin, Neil Parikh, Philip Krim, T. Luke Sherwin

Valuation: $1.1 billion (reached March 2019)

The story: One of the earliest bed-in-a-box startups, Casper is obsessed with sleep and getting you to stay in bed all morning long. Its original, award-winning mattress is its core business and probably always will be, but its expansion into pillows, bedding, bed frames, and small accessories like a sleep light and night stand shows it really wants to take over your entire bedroom. Famous athletes, musicians, and actors are all investors in this buzzy, universally loved company.

The best products to buy:

• The Casper Mattress (Queen), $995
• The Pillow, $65
• The Adjustable Frame (Queen), $1,095
• Cool Supima Sheet Set (Queen), available in 5 colors, $140

Learn more about Casper:

• Casper recently added springs to its all-foam mattress — here's how it's different and what sleeping on it feels like
• I slept on Casper's high-end 'Wave' mattress to see if it's worth buying — and it's truly a marvel of engineering
• Mattress startup Casper's affordable pillow totally exceeded our expectations — here's what we thought
• I slept on Casper's new adjustable bed frame with a built-in massage function — here's what it was like

Founded: In October 2014 by Emily Weiss

Valuation: $1.2 billion (reached March 2019)

The story: From editorial skin-care and beauty site Into the Gloss emerged Glossier, the shop that calls itself a "people-powered beauty ecosystem." It practically invented the obsession with glowy, dewy skin, and many of its products focus on bringing out your best natural features. Such messages of "less is more" are aligning well with the minimalist living trends of today and are surprisingly effective at attracting lines out the door at Glossier's stores and pop-ups.

The best products to buy:

• Boy Brow, available in 4 shades, $16
• Cloud Paint, available in 6 shades, $18
• Milky Jelly Cleanser, $18
• Haloscope, available in 3 shades, $18

Learn more about Glossier:

• 6 of our favorite products from Glossier, the internet's favorite beauty startup