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#BoFLIVE: Beautycon’s Moj Mahdara on How the Beauty Industry Is Moving Forward

The beauty entrepreneur shares tips on how to adapt to your new circumstances during the pandemic.

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.

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.

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The State of Fashion: Technology