The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
The author has shared a YouTube video.
You will need to accept and consent to the use of cookies and similar technologies by our third-party partners (including: YouTube, Instagram or Twitter), in order to view embedded content in this article and others you may visit in future.
LONDON, United Kingdom — Chief Executive and Founder of Beautycon Media Moj Mahdara has built an empire from bringing brands, personalities and consumers together for live beauty events. The Covid-19 pandemic has put all of this on hold, and Mahdara is adapting quickly.
“As an entrepreneur, this is par for the course,” said Mahdara in conversation with Imran Amed in this #BoFLIVE event. “This is what you signed up for.”
As beauty and fashion sectors look for ways forward amidst mass layoffs and store closures, many are forced to reckon with long-standing problems within the industry.
“Covid basically accelerated the entire industry by 5 years,” said Mahdara, pointing to artificial intelligence and virtual reality experiences as ways to keep consumers engaged.
ADVERTISEMENT
Beauty retail will have to adapt, and luxury beauty brands may have to start finding new and previously unlikely touchpoints in pharmacies and grocery stores as luxury shops remain closed.
The industry is also working to lend itself to essential services — Estée Lauder is manufacturing hand sanitiser, Dyson is pivoting ventilators — and finding other ways to support those on the frontlines.
Mahdara has started BeautyUnited, an organisation made up of over 40 beauty brands like Goop and Huda Beauty working to donate personal care products for healthcare workers and raise money for personal protective equipment and other supplies.
Brands used to competing against one another are now collaborating to find solutions for the industry, making it clear that we need each other now more than ever, said Mahdara.
To participate in #BoFLive, BoF’s digital events series offering insight, advice and inspiration, visit our calendar where you can find details of upcoming digital events.
Request your invitation to attend our annual gathering for leaders shaping the global beauty and wellness industry.
The US mega-chain is continuing to build out its assortment of prestige beauty brands and services.
With advice from Kris Jenner, the artist debuts his new makeup line, Ortega.
While brand names and celebrities get the public to buy scents, it’s leading behind-the-scenes noses who fuel innovation and set key trends.