Three Trends Bringing the Beauty Counter Online 

The pandemic has irreversibly changed consumer shopping habits across categories. In particular, categories like beauty which dominantly sold in-store, the impact has been more visible. With lock-downs and safety concerns, e-commerce has become the primary channel for shoppers. According to McKinsey, beauty product brands and retailers reported e-commerce sales were twice as high as pre-COVID-19 levels and it’s estimated that a 20-30% growth in online sales of beauty products will continue through the pandemic. It is…