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Personal care and beauty brands can win customers online – Driving factors behind their expansion

As there have been plethoras of industries which have either been disrupted or destroyed or totally put to rest by the e-commerce giants, the beauty and personal care industry has remained resilient and constant in a remarkable way. The beauty industry has been poised to value at $750 billion by the end of 2024! In order to fuel this growth, a pivotal role has been played by several beauty e-commerce websites like and many others which have reported staggeringly high sales and revenue by offering the best cosmetics to their customers.

The beauty and makeup industry is getting a long due long due digital makeover and that has driven a sudden stimulation in online sales. There are increasingly large numbers of retailers and beauty brands which are employing the latest technologies like AR and AI in order to let the customers test, compare and assess the quality of the makeup products. What are the main factors which are driving the expansion of online sales of beauty products? Here are few factors.

#1: It is now possible to test fragrances online through AI

Did you know that there are already few e-commerce sites which are using Artificial Intelligence to assist the shoppers to choose the fragrance that they wish to buy? They have launched Fragrance Finder which is powered by AI and this uses a questionnaire with 7 stages to recommend the best fragrance items to the shoppers.

#2: Cosmetic brands are using Augmented Reality

There are e-commerce sites which are letting shoppers choose cosmetics of their favorite color through their Try It Tool which is powered by Augmented Reality. As soon as the shopper chooses to use this tool, she gets to see 5 different views of her face so that she can virtually apply the selected product to know how she looks. There are also plans of leveraging a virtual makeup artist who will utilize facial recognition tool to offer customized recommendations on the best products.

#3: It is lot easier to discover new brands

With the help of technology, it is not just getting easier for the consumers to test new products but they are also being able to discover the newest brands in the industry. Considering the ease with which the micro brands of the beauty industry are being able to reach out to their customers, they are either cutting out retailers or going DTC (direct-to-consumer). Given the fact that just 5 years back, such micro brands found it tough to venture online, there has been certainly a noteworthy development brought in by the digital media.

Hence, it can be safely concluded that the beauty industry has begun its online intrusion and it will continue to do so even in the near future. More and more consumers will adapt this habit of purchasing their favorite products with a tap on their smartphones.

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