Disruptive technologies and the COVID-19 pandemic have accelerated the adoption of online shopping over the past few years, creating new needs and priorities for beauty consumers and brands.

They expect beauty brands to offer consistent and customized communications across multiple channels, and they demand more personal interactions with them.

In response to these emerging consumer expectations and shopping habits, many brands are setting up or expanding their DTC channels to leverage first-party data and create personalized products and experiences, in order to foster a one-to-one relationship with the customer.

In fact, DTC ecommerce sales in the US alone are expected to reach $151.2 billion in 2022, an increase of 16.9% on 2021.

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