Companies like Brandless, Rent the Runway and Bonobos are learning that the consumer is in control, and to be successful they need to break out of their comfort zones and keep an eye on personalization, relevance and engagement, according to a panel at the Effie Next 50 summit. "People should be living more and branding less and brands are not about what someone tells you about you, it's what you say about yourself," said Tina Sharkey, Brandless' co-founder and CEO.

Brandless is rolling out a line of clean-label skin care products including plant-based facial wipes and rose water facial toner spray, at prices between $4 and $8. "Clean beauty is here to stay, says co-founder Tina Sharkey.

Ten retail executives, including Amazon founder and CEO Jeff Bezos, Kroger digital chief Yael Cosset and Brandless co-founder Tina Sharkey, have been named to Business Insider's list of 100 people who are transforming business. Also on the list: Inspire Brands CEO Paul Brown, Walmart digital executive Andy Dunn and Glossier founder Emily Weiss.

To create an anti-brand, Brandless has had to rethink how to build a brand, head of creative Jen Tank says, and it involves keeping all of the design and creative under the firm's own roof instead of using multiple agencies. "We don't follow the traditional brand playbook, the one that shows you shiny images of an idealized 'lifestyle' that you can have if you just buy their products," she says.