E-commerce in Beauty continues to be a gold rush for enterprises. However, with the majority of Beauty consumers preferring third-party retailers over brand sites, Beauty brands must shift priorities accordingly. Brands continue to be divided along the Amazon fault line—mass brands embrace it, while prestige brands tread warily (or not at all). Elsewhere, engagement continues to ramp up on Instagram, and the most engaging brands enjoy corresponding on- and offline success. The 6th annual Digital IQ Index: Beauty benchmarks the digital competence of 106 U.S. Beauty brands across four categories: Skin Care, Color Cosmetics, Fragrance, and Nail.