When another makeup palette is always just a click away, convincing shoppers to stay devoted to a brand is tougher than ever. Here’s how to keep them coming back again and again.
Despite the pandemic, stores still matter in the world of cosmetics and personal care. Here’s how digital brands are working with physical retailers to make the leap.
Beauty brands that have invested in building strong direct businesses could be better positioned to weather the pandemic than ones that rely on brick and mortar retailers, many of which are closed or about to go out of business.
Korean beauty is transcending its cult of cute, riding a wave of remarkable innovation. Will it last, asks Sarah Brown, and what does it mean for the industry’s established superpowers?
The movement towards 'all things cosy' is a boon for the beauty industry, argues Sarah Brown.