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With online beauty sales in the U.K. growing at a brisk 22 percent last year, brands are finding ways to tune into the potential of this e-commerce moment, regardless of distribution strategy. A collection of independent brands have made a grand entrance in this year's Index, utilizing digital channels to capitalize on their popularity and accelerate growth. These digital darlings are effectively competing with established players and investing in disruptive e-commerce and omnichannel experiences. The 2016 Digital IQ Index: Beauty U.K. benchmarks 81 U.K. Beauty brands across the Colour Cosmetics, Fragrance, Nail, and Skincare categories.