Fortunate Ones

The vultures are circiing. With the “company for women” struggling, these three startups are hoping to take a big bite of the direct-sales beauty market. In fact, Fortune has ID'd three companies that are positioned to take advantage of Avon's major missteps.

The first is Ever Skin Care, a new line of direct sales skin care from Stella & Dot. Company founder Jessica Herrin says she leverages social media and mobile technology to make the direct sales model work for today's busy lifestyles.

Beautycounter calls itself a “direct retail” company because its products are available through a network of nearly 8,000 consultants, as well as via its website and strategic partnerships with companies like JCrew and Goop.

Finally, there's Rodan & Fields, which debuted in 2008. Founded by dermatologists Katie Rodan and Kathy Fields  in an attempt to do for anti-aging products what Proactiv did for acne-fighters. Last year, the company’s sales reached more than $320 million.

But $320 million isn't $8 billion. While all three companies will grab a larger slice of the beauty pie, the bet here is that direct sales stalwarts like Mary Kay and Amway will get the lion's share of Avon defectors.