30 Beauty & Wellness Startup Ideas for High School Students

If you've ever thought about creating your own skincare brand, launching a fitness service, or building a wellness business, high school is a good time to start experimenting. Starting now allows you to learn how businesses are built while exploring an industry that continues to grow every year.

What do beauty and wellness startups involve?

Beauty and wellness startups create products or services that help people improve their health, appearance, or daily routines. They can focus on skincare, cosmetics, nutrition, fitness, haircare, mental wellness, personal care, or digital wellness platforms. 

Why build a beauty and wellness startup in high school?

Building a startup teaches lessons that are difficult to learn in a classroom. You'll learn how to validate an idea, understand customer needs, build a brand, market your business, and improve your product based on feedback. Those experiences can strengthen both your resume and college applications while giving you practical business experience.

For related ideas, check out our guides on30 startup ideas for high school students and how to start a business when you're under 18.

Quick Look

• 13 product-based ideas you can launch by making or curating physical goods, like Homemade Artisanal Soaps, Custom Essential Oil Blends, and Beauty Subscription Boxes.

• 11 content and digital ideas that need no inventory to start, including Beauty Blog, Makeup Tutorial Studio, and Influencer & Brand Ambassador.

• 6 service-based ideas requiring appointment scheduling and hands-on skills, such as Mobile Makeup Artist, Freelance Hairstylist, and Health and Wellness Coach.

• Two ideas, DIY At-Home Spa Kits and Men's Grooming Product Line, are specifically structured to avoid licensing requirements tied to massage and barbering services.

• Startup costs range from $0 for content-based ideas to $500+ for inventory-heavy businesses like Hair Extensions & Wigs.

30 Beauty & Wellness Startup Ideas for High School Students

1. Nail Care Salon & Waxing Studio 

Skills/Tools Needed: Basic manicure and pedicure techniques, nail art skills, waxing techniques, sanitation practices, customer service, appointment management, nail and waxing tools.

Initial Cost: Nail polishes and nail care products ($30–$120), manicure and pedicure tools ($25–$100), waxing kit and supplies ($40–$150), towels and sanitation products ($20–$60), seating and workspace setup ($50–$250), branding and promotion ($10–$50)

If you enjoy beauty services, this startup lets you offer manicures, pedicures, nail art, and waxing from a small home setup or by appointment. You can begin with friends, family, or people in your neighborhood before taking on more clients. As your skills improve, you can introduce new services and build a loyal customer base that returns regularly.

2. Mobile Makeup Artist 

Skills/Tools Needed: Makeup application skills, skincare knowledge, color matching, hygiene practices, communication skills, portable makeup kit, brushes, and beauty tools.

Initial Cost: Makeup products and foundations ($80–$300), professional brush set ($25–$120), portable makeup case ($20–$100), sanitizing supplies ($10–$40), lighting mirror and accessories ($20–$80), marketing & portfolio setup ($10–$50)

With this startup, you travel to your clients instead of asking them to visit a salon. You can offer makeup services for weddings, birthdays, photoshoots, school formals, or other special occasions. Every client gives you a chance to build a portfolio that showcases different makeup styles and techniques. As your work gets noticed, referrals and social media can help you attract even more bookings.

3. Spray Tanning Studio 

Skills/Tools Needed: Spray tanning application skills, skin tone assessment, hygiene and sanitation practices, customer service, scheduling skills, spray tanning equipment, and tanning solutions.

Initial Cost: Spray tanning machine ($100–$500), tanning solutions ($30–$120), protective gear and disposables ($20–$80), cleaning and sanitation supplies ($10–$40), portable tent or workspace setup ($50–$200), marketing & branding ($10–$50)

In this business, you provide spray tanning services for clients getting ready for vacations, celebrations, or professional photoshoots. You can operate entirely through appointments, making it easier to manage your schedule while serving multiple clients. Since the business focuses on one specialized service, you can build expertise and establish a reputation for consistent results. Satisfied customers often return before future events and recommend your services to others.

4. Beauty Blog 

Skills/Tools Needed: Writing and research skills, content planning, basic photography, social media knowledge, SEO basics, blogging platform, and graphic design tools.

Initial Cost: Domain name & hosting ($30–$120 per year), website theme or design tools ($0–$80), basic photography equipment ($0–$150), content creation software ($0–$50), branding ($10–$40)

A beauty blog is a website where you share content about skincare, makeup, hair care, beauty products, and wellness trends. It allows you to turn your interest in beauty into a long-term project while building a public portfolio of your work. This idea is accessible, as you can start with basic tools and publish content on your own schedule. Writing reviews, tutorials, and product roundups helps you develop communication and marketing skills. As your audience grows, you may create opportunities for partnerships, advertising, affiliate income, and other forms of digital revenue.

5. Makeup Tutorial Studio 

Skills/Tools Needed: Makeup application techniques, presentation skills, video recording, basic video editing, lighting setup, social media knowledge, and content planning.

Initial Cost: Makeup products and practice materials ($50–$250), ring light and lighting equipment ($20–$100), camera or smartphone ($0–$300), video editing software ($0–$50), background setup and props ($20–$80), branding & promotion ($10–$40)

This idea lets you create makeup tutorials that teach people how to recreate different looks step by step. You can film videos from home, experiment with new techniques, and explain products in a simple way that viewers can easily follow. Every tutorial adds to your content library and helps establish your personal style as a creator. As your audience grows, brands may also approach you for collaborations and product demonstrations.

6. Skincare Tutorial Studio 

Skills/Tools Needed: Basic skincare knowledge, content creation, video recording, presentation skills, photography, social media management, and video editing.

Initial Cost: Skincare products for demonstrations ($40–$200), smartphone or camera ($0–$300), ring light and lighting equipment ($20–$100), tripod and recording accessories ($15–$60), video editing software ($0–$50), branding and design tools ($10–$40)

If skincare is something you're genuinely passionate about, you can create educational content that explains routines, ingredients, and product usage. Your tutorials can focus on everyday skincare practices, seasonal routines, or common skincare concerns that people often search for online. As you continue publishing videos or guides, your audience begins to trust your recommendations and expertise. This startup combines content creation with practical beauty education.

7. Mobile Beauty Services 

Skills/Tools Needed: Beauty and grooming skills, customer service, appointment scheduling, hygiene practices, communication skills, portable beauty equipment, and social media marketing.

Initial Cost: Portable beauty kit and tools ($75–$300), beauty products and supplies ($50–$200), sanitizing and hygiene ($15–$50), travel and transportation costs ($20–$100), booking and payment tools ($0–$40), marketing & branding ($10–$50)

In this startup, you bring beauty services directly to your clients instead of operating from a permanent salon. Depending on your skills, you can offer hairstyling, makeup, nail care, or basic skincare treatments at homes or event venues. This flexibility allows you to serve customers who prefer the convenience of at-home appointments. As demand grows, you can gradually add more services and expand the areas you cover.

8. DIY At-Home Spa Kits

Skills/Tools Needed: Product curation, aesthetic packaging, inventory management, branding, customer service, and e-commerce basics.

Initial Cost: Spa supplies like bath salts, loofahs, and face masks ($60–$200), aesthetic packaging and gift boxes ($30–$100), labels and printed inserts ($15–$50), marketing & branding ($10–$50)

While offering physical massage services requires professional licensing, you can still help people relax by packaging the spa experience for them to enjoy at home. You can curate and sell kits that include soothing teas, massage rollers, bath bombs, and aromatherapy items. Customers love buying these as gifts for stressed-out friends or for their own self-care routines. Running this business teaches you how to source products, design unboxing experiences, and market to wellness-focused consumers.

9. Men’s Grooming Product Line

Skills/Tools Needed: Basic product formulation, branding, packaging design, inventory management, customer service, and social media marketing.

Initial Cost: Raw ingredients for beard oils or balms ($40–$150), mixing tools and funnels ($15–$40), bottles and tins ($20–$80), labels and branding ($20–$60), marketing & promotion ($10–$50)

Instead of offering physical barbering services (which require a professional license), you can tap into the booming men's grooming market by creating your own products. You can formulate handmade beard oils, styling pomades, or aftercare balms using natural ingredients. This is a highly scalable business that teaches you product development, target demographic marketing, and brand building. Many customers who love your products will become recurring buyers who restock every few months.

10. Beauty Tech/App 

Skills/Tools Needed: App design concepts, problem-solving, market research, basic coding or no-code platform knowledge, user experience design, project management, and digital marketing.

Initial Cost: No-code app builder subscription ($0–$100), domain name and website setup ($20–$100), design and prototyping tools ($0–$50), app testing expenses ($0–$50), branding ($10–$40), marketing & promotion ($20–$100)

If you're interested in both beauty and technology, you can build an app that solves everyday problems for beauty consumers. Your app could help people discover products, organize skincare routines, receive personalized recommendations, or book beauty appointments. Even if you don't know how to code, no-code platforms make it possible to build and test your idea. You'll also gain practical experience in product design, user research, and digital entrepreneurship.

11. Homemade Artisanal Soaps

Skills/Tools Needed: Soap-making techniques, product formulation, creativity, packaging design, inventory management, quality control, and basic marketing skills.

Initial Cost: Soap base and ingredients ($30–$120), molds and mixing tools ($20–$80), fragrances and colorants ($15–$60), packaging ($15–$50), safety equipment ($10–$30), branding and labels ($10–$40)

With this idea, you create handmade soaps in different fragrances, colors, and designs that match different customer preferences. You can experiment with natural ingredients, creative shapes, and attractive packaging to make your products stand out. Selling at local markets, school events, or through social media helps you reach your first customers. Along the way, you'll learn how to price products, manage inventory, and build a recognizable brand.

12. Health and Wellness Coach

Skills/Tools Needed: Communication skills, goal-setting techniques, wellness knowledge, active listening, organization, motivational coaching, and digital communication tools.

Initial Cost: Online meeting software ($0–$50), educational resources ($20–$100), website or portfolio setup ($20–$100), scheduling tools ($0–$30), branding & marketing ($10–$50), notebook and planning supplies ($10–$30)

If you're passionate about healthy habits, you can help others stay accountable to their personal wellness goals. Your coaching can focus on routines, stress management, sleep, fitness, or building healthier daily habits through one-on-one sessions or small groups. You can also share practical advice through online content to reach a wider audience. As you gain experience, you'll become better at guiding people through realistic and sustainable lifestyle changes.

13. Curated Wellness Snack Boxes

Skills/Tools Needed: Supplier research, product curation, packaging design, inventory management, customer service, and basic marketing skills.

Initial Cost: Pre-packaged wholesale snacks ($100–$300), packaging and boxes ($30–$100), labels and branding ($20–$80), shipping supplies ($20–$60), marketing & promotion ($10–$50)

Since manufacturing dietary supplements at home requires strict FDA compliance and sterile facilities, curating pre-packaged wellness snacks is a much safer and highly profitable alternative. You can source healthy, organic, or energy-boosting snacks from established brands and bundle them into themed monthly boxes. This teaches you the fundamentals of subscription models, supplier negotiation, and brand curation without the heavy legal liabilities of food manufacturing.

14. Custom Essential Oil Blends

Skills/Tools Needed: Scent blending, understanding safe dilution ratios, ingredient research, packaging design, inventory management, and marketing skills.

Initial Cost: Pre-made essential oils and carrier oils ($50–$200), glass rollerball bottles and droppers ($20–$80), measuring tools ($15–$50), labels and packaging ($15–$60), marketing & promotion ($10–$50)

While extracting pure essential oils requires industrial distillation equipment, you can easily build a business by purchasing high-quality oils and blending them into custom products. By mixing essential oils with skin-safe carrier oils (like jojoba or coconut oil), you can create aromatherapy rollerballs, sleep-aid blends, or relaxing room sprays. You can start small, testing different scent profiles to see what your customers love most, all while learning about product safety, branding, and retail sales.

15. Healthy Cooking Kitchen Products

Skills/Tools Needed: Product design, basic nutrition awareness, sourcing and supplier research, branding, inventory management, customer service, and marketing skills.

Initial Cost: Product samples and prototypes ($50–$200), packaging ($20–$100), storage and inventory supplies ($20–$80), website or online store setup ($20–$100), branding and labels ($15–$60), marketing & promotion ($20–$100)

This business focuses on products that make healthy eating easier and more convenient. You could sell or develop meal-planning kits, reusable food containers, portion-control tools, or other kitchen accessories designed for healthier lifestyles. As customers share feedback, you can improve your products and introduce new ones that solve everyday problems. You'll also gain experience in product sourcing, branding, and customer research.

16. Mobile Wellness and Health Tracking Apps

Skills/Tools Needed: App design, user research, problem-solving, basic coding or no-code development, data organization, user experience design, and digital marketing.

Initial Cost: No-code or app development platform ($0–$150), design and prototyping tools ($0–$50), domain and website setup ($20–$100), app testing tools ($0–$50), branding ($10–$40), marketing & user acquisition ($20–$100)

If you enjoy building digital products, you can create an app that helps people monitor habits like exercise, hydration, sleep, or mood. Instead of trying to solve every problem at once, you can focus on one feature that people genuinely need. Listening to user feedback helps you improve the app and introduce useful updates over time. This startup gives you practical experience in user research, app development, and product design.

17. Software to Support Wellpreneurs

Skills/Tools Needed: Software planning, user research, problem-solving, basic coding or no-code development, workflow design, project management, and digital marketing.

Initial Cost: No-code or software development tools ($0–$150), website and domain setup ($20–$100), design and prototyping software ($0–$50), user testing and feedback tools ($0–$50), branding ($10–$40), marketing ($20–$100)

Software to support wellpreneurs focuses on tools that help wellness professionals manage and grow their businesses. You might create features for appointment scheduling, client management, invoicing, progress tracking, or online bookings. You can start by identifying a common challenge faced by coaches, trainers, or beauty professionals and building a simple solution. Modern no-code platforms make it easier to test ideas without advanced programming knowledge. Along the way, you will gain experience in product development, customer research, and entrepreneurship. Take your application forward with Young Founders Lab, where you will be guided by successful entrepreneurs. 

18. Health + Wellness Blog or Podcast 

Skills/Tools Needed: Writing or speaking skills, content research, interviewing, audio or video editing, social media management, content planning, and audience engagement.

Initial Cost: Domain name and website hosting ($30–$120 per year), microphone and recording equipment ($20–$150), audio or video editing software ($0–$50), graphic design tools ($0–$40), branding ($10–$40), marketing & promotion ($20–$100)

If you enjoy sharing ideas through writing or speaking, you can create a blog or podcast around fitness, nutrition, productivity, mental wellness, or self-care. You can interview experts, discuss everyday wellness habits, or share practical advice based on your own research. Every new episode or article strengthens your voice and builds trust with your audience. Over time, your platform can become a great resource for people interested in healthier living.

19. Freelance Hairstylist

Skills/Tools Needed: Hair styling techniques, communication skills, customer service, appointment scheduling, sanitation practices, trend awareness, and portfolio building.

Initial Cost: Hair styling tools and equipment ($50–$250), hair care and styling products ($30–$150), portable carrying case ($20–$80), sanitizing supplies ($10–$40), mirror and accessories ($15–$60), marketing & portfolio ($10–$50)

In this startup, you work independently by offering hairstyling services at your clients' homes or event venues. You can specialize in everyday styling, formal events, weddings, or photoshoots while building a portfolio of your best work. Every satisfied client becomes an opportunity for referrals and repeat appointments. As your reputation grows, you can gradually expand your services and increase your bookings.

20. Handmade Skincare Products

Skills/Tools Needed: Product formulation, ingredient research, quality control, packaging design, inventory management, branding, and customer service.

Initial Cost: Skincare ingredients and raw materials ($40–$200), mixing and measuring tools ($20–$80), containers and jars ($20–$70), labels and packaging supplies ($15–$60), safety and sanitation ($10–$30), branding & marketing ($10–$50)

Handmade skincare products include items such as facial scrubs, body butters, lip balms, masks, and moisturizers created in small batches. You will develop products, select ingredients, and design packaging that reflects your brand. You can begin with a limited product range and expand as you learn what customers prefer. Selling at local markets, school events, or online platforms helps you reach buyers. The experience teaches product development, inventory planning, pricing, branding, and customer engagement.

21. Hair Extensions & Wigs Business

Skills/Tools Needed: Hair styling knowledge, product sourcing, customer service, color matching, inventory management, communication skills, and social media marketing.

Initial Cost: Hair extensions and wig inventory ($100–$500), wig stands and display supplies ($20–$80), styling tools and accessories ($30–$150), packaging ($15–$60), storage supplies ($20–$70), branding & promotion ($10–$50)

You can offer different lengths, textures, colors, and styles to meet a variety of preferences. This beauty and wellness startup idea for high school students can begin on a small scale with a limited inventory and grow as demand increases. Social media makes it easier to showcase products, share styling examples, and connect with potential customers. The business also helps you build skills in sales, branding, inventory management, and customer support.

22. Sustainable Beauty Products

Skills/Tools Needed: Product development, ingredient research, sustainable sourcing, packaging design, branding, inventory management, and marketing skills.

Initial Cost: Eco-friendly ingredients and materials ($40–$200), sustainable packaging supplies ($20–$100), mixing and production tools ($20–$80), product testing supplies ($10–$40), labels & branding ($15–$60), marketing & promotion ($20–$100)

Sustainable beauty products focus on reducing environmental impact while meeting consumer beauty and personal care needs. You might create or sell items that use responsibly sourced ingredients, reusable packaging, or waste-conscious designs. You can begin with a small collection of products and expand as you learn more about customer preferences and sourcing options. The business encourages you to think about product design, branding, and responsible production practices. It also provides experience in sales, inventory planning, customer feedback, and entrepreneurship.

23. Assorted Perfume & Fragrance Line

Skills/Tools Needed: Fragrance blending, product development, scent testing, packaging design, branding, inventory management, and customer service.

Initial Cost: Fragrance oils and ingredients ($40–$200), perfume bottles and atomizers ($20–$100), mixing and measuring tools ($15–$60), packaging and labeling supplies ($15–$70), storage containers ($10–$40), marketing & branding ($10–$50)

An assorted perfume and fragrance line involves creating or curating a collection of scents designed for different preferences and occasions. You can experiment with floral, citrus, woody, fresh, or seasonal fragrance profiles to build a distinctive product range. Through the process, you will learn about product development, branding, pricing, packaging, and customer preferences while building a business around a widely used personal care category.

24. Influencer & Brand Ambassador

Skills/Tools Needed: Content creation, communication skills, social media management, photography or video editing, branding, audience engagement, and marketing.

Initial Cost: Smartphone or camera ($0–$400), lighting and recording equipment ($20–$120), editing software ($0–$50), graphic design tools ($0–$40), website or portfolio setup ($20–$100), branding & promotion ($10–$50)

You will share reviews, demonstrations, lifestyle posts, or tutorials that help people learn about beauty and wellness products. Building a loyal audience takes consistency, creativity, and authentic communication. As your community grows, brands may approach you for partnerships, sponsored campaigns, or affiliate opportunities. Along the way, you will gain experience in digital marketing, storytelling, personal branding, and audience management.

25. Beauty Subscription Box Service

Skills/Tools Needed: Product curation, organization, inventory management, packaging design, customer service, marketing, and supplier research.

Initial Cost: Beauty product inventory ($75–$300), subscription box packaging ($20–$100), shipping supplies ($20–$80), branding and printed inserts ($15–$60), website or online store setup ($20–$100), marketing & promotion ($20–$100)

A beauty subscription box service delivers a curated selection of beauty and personal care products to customers on a recurring schedule. You will choose products, assemble themed boxes, and create an experience that encourages customers to return each month. Managing subscriptions helps you learn inventory planning, supplier relationships, packaging, branding, and customer retention while building a business with recurring revenue potential.

26. Aromatherapy Gift Sets

Skills/Tools Needed: Product assembly, scent selection, packaging design, inventory management, creativity, customer service, and branding.

Initial Cost: Essential oils and fragrance products ($40–$180), gift boxes and packaging ($20–$80), candles, diffusers, or accessories ($30–$150), labels and printed inserts ($15–$50), storage supplies ($10–$40), marketing & branding ($10–$50)

You can assemble collections that include items such as candles, diffusers, bath products, or scented accessories. You can begin with a small selection and introduce seasonal or occasion-based collections throughout the year. Customers often look for convenient gift options, creating opportunities for repeat sales. This beauty and wellness startup idea for high school students helps you develop skills in product curation, branding, inventory planning, customer service, and marketing.

27. Confidence Coaching Content Platform

Skills/Tools Needed: Public speaking, content creation, communication, community building, video or audio editing, social media management, and audience engagement.

Initial Cost: Website or platform setup ($20–$120), microphone and recording equipment ($20–$150), video editing or design software ($0–$50), branding and graphic design tools ($10–$40), content management tools ($0–$30), marketing & promotion ($20–$100)

A confidence coaching content platform shares resources that help people improve communication, self-presentation, goal setting, and personal growth. You can create articles, videos, podcasts, workshops, or digital resources focused on building confidence in everyday situations. As your platform grows, you will develop skills in leadership, media production, community engagement, and entrepreneurship while creating value for your audience.

28. Beauty & Wellness Product Reviewer

Skills/Tools Needed: Product evaluation, writing skills, photography, video creation, social media management, research, and audience engagement.

Initial Cost: Beauty and wellness products for review ($30–$200), smartphone or camera ($0–$300), lighting and recording accessories ($20–$100), editing software ($0–$50), website or content platform setup ($20–$100), branding & promotion ($10–$50)

You can create written reviews, videos, comparison guides, or social media content that helps consumers make informed purchasing decisions. You can start by reviewing products you already use and expand your coverage over time. As your audience grows, you may gain opportunities for partnerships, affiliate marketing, sponsored content, and brand collaborations while developing strong research and media skills.

29. Direct Cosmetic Seller 

Skills/Tools Needed: Sales skills, product knowledge, customer service, communication, inventory management, social media marketing, and relationship building.

Initial Cost: Initial cosmetic inventory ($75–$300), product samples and testers ($20–$80), storage and display supplies ($15–$60), packaging ($10–$40), business cards and branding ($10–$50), marketing & promotion ($20–$100)

A direct cosmetic seller purchases or sources beauty products and sells them directly to customers through personal networks, events, social media, or online channels. You will help customers discover products, answer questions, and recommend options based on their preferences. You can start with a small inventory and expand based on demand. Each sale helps you learn about consumer behavior, pricing, and marketing. 

30. Beauty & Wellness Product & Influencer Photography

Skills/Tools Needed: Photography, photo editing, lighting techniques, composition, content planning, communication skills, and social media knowledge.

Initial Cost: Camera or smartphone ($0–$500), lighting equipment and reflectors ($30–$150), backdrops and props ($20–$100), photo editing software ($0–$50), storage and file management tools ($10–$40), portfolio & marketing ($10–$50)

Beauty and wellness product and influencer photography focuses on creating images for brands, content creators, and social media campaigns. You will photograph products, skincare items, cosmetics, or personal branding content designed to attract online audiences. Building a portfolio allows potential clients to see your work and style. As businesses and creators continue to rely on visual content, demand for quality images remains strong. You will also gain experience in editing, branding, client communication, and creative project management.

If you’re looking for an incubator program that helps you build a beauty & wellness startup in high school, consider the Young Founders Lab!

If you want mentorship from successful entrepreneurs in building your health & fitness business, the Young Founders Lab is one of the strongest programs you can join in high school. It’s a 100% virtual start-up boot camp run by Harvard entrepreneurs, designed specifically for students who want to launch a company or non-profit.

In this program, you’ll get hands-on mentorship from founders and professionals from Google, Microsoft, McKinsey, and YC-backed companies, while building a venture that solves a real-world problem. You’ll attend live workshops, explore business fundamentals, refine your idea, and work toward a fully developed MVP and pitch.

Multiple cohorts run throughout the year, including summer, fall, winter, and spring, so you can join whenever it fits your schedule. Financial aid is available, and the program is open to all high school students, with no prior experience required.

Frequently Asked Questions

1. Which beauty and wellness startup ideas require no inventory or physical products?Content-based ideas like Beauty Blog, Makeup Tutorial Studio, Skincare Tutorial Studio, and Influencer & Brand Ambassador let you start with just a smartphone and a social media account. These can grow into paid partnerships, affiliate income, or sponsored content once you build an audience.

2.Are there beauty and wellness businesses I can start without a cosmetology or spa license?Yes. DIY At-Home Spa Kits and Men's Grooming Product Line are built around this, since they let you sell curated or formulated products instead of offering licensed services like massage or barbering. Custom Essential Oil Blends work the same way by using pre-made oils instead of requiring industrial distillation equipment.

3.Which beauty and wellness idea is best if I'm also interested in technology?Beauty Tech/App and Mobile Wellness and Health Tracking Apps let you combine an interest in beauty or wellness with app development, and no-code platforms make both accessible even without a coding background. If you want structured mentorship while building either idea into a real business, Young Founders Lab pairs you with mentors from Google, Microsoft, and X to help take it further.