. >> meet maddy maxey and emily weiss two ceos rising to the top of their industry.nologist with an eye for fashion bringing smart fabrics out of the lab and straight to the runway. capturing the attention of one of hollywood's stars lupita nyong'o. the audiodesigned by zack posen thanks to google's made with code program. >> we work on textiles prototyping and research and development to find better ways to manufacture e textiles. >> maddy dropped out of parsons to start her own company. >> the created started out kind of as a fashion tech. >> her parents approved only one semester off. that was three years ago. her latest project this lightweight jacket she calls kelvin created with thermochromic fabric. >> you can see it's getting really hot here. that's why the fabric is changing color. >> reporter: illuminating example kaz of the future of fashion. following her passion in 2010, emily weiss left her job at "vogue" to focus on her beauty blog, into the gloss. >> i like to have five things. >> her post sharing the beauty secrets of some of the world's most recogni

emily weiss of glossier and maddy maxs pmaxey here with rebecca minkoff. oh, goodness, okay, so, emily, you are online but you have these pop-up stores because you like to connect with people, don't you? >> yes, i do. it's really important for us as a digitally native beauty company to connect with our customers in real life and a lot of beauty stores can be overwhelming, a little crowded, you know, perhaps a little messy and for us we really wanted to create an offline experience where girls can come together and hang out and shares tips with each other and get to know one another in addition to trying on our products. >> i love this mini pop-up store we have here. just to give an example. more to you about it. come on now. i mean your fashion is cutting edge and we have some wonderful models here. grace is wearing -- tell us about what she's wearing. >> absolutely. grace is wearing a series of garments that we designed that respond to sunlight and they're all stem concepts so we were trying to take this new twist on wearable tech of using new tears but al

following her passion in 2010, emily weiss left her job at "vogue" to focus on her beauty blog, into the gloss. >> i like to have five things. >> her post sharing the beauty secrets of some of the world's most recognizable woman. >> there's a lot of products out there. as a beauty editor myself, i've tried a lot of them. >> reporter: inspired by her discoveries she went from writing about beauty products to creating her own. launching a direct to consumer welcome to you -- >> we wanted to take the guesswork by creating a realliess to use universal and modern range of products. >> reporter: the digital world recently came to life at this new york pop-up shop. >> there's not a one-size fits all shape to beauty anymore. individuality is key. and we have always perpetuated this notion that you should really be proud of who you are every day. >> i love that. >> i love the hi-tech clothing lines and along the lines of everybody's different, i would like 0 to see the hi-tech dresses that automatically tailor. and you're done. >> that would be so amazing. > yes. that jacket that maddy made f