A growing online presence, stemming from consumer demand for convenience and expanded product availability of international, indie and direct-to-consumer brands in the past decade, created a growing appetite for information among highly engaged beauty consumers. The digital beauty consumer evolved to not only become knowledge-savvy but also willing to challenge and vocally influence the beauty industry.

Digital disruption was already a transformative force pre-pandemic but will continue to accelerate due to the impact of COVID-19, as the pandemic converted non-digital consumers to digital consumers across markets. Understanding the digital beauty consumer and the evolution of beauty digitalization is paramount among companies in this space.[by Euromonitor International]

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