Social media and cross-border e-commerce are allowing Beauty trends to globalise rapidly. In France, trends like matte liquid lipstick, eyebrow products, and highlighters–popularized by major influencers like Kylie Jenner and Huda Kattan–are the only areas of growth in an otherwise slumping Beauty market. Meanwhile, in the UK, Fast Beauty brands like Sleek Makeup are capitalizing on these trends and offering UK consumers a comparable product for a fraction of the cost. Responding to consumer expectations, brands are increasing shipping options and site features that translate to in-store traffic and superior research experiences.
The Beauty EU studies attempt to quantify the digital competence of 151 Beauty brands across four product categories: Skincare, Colour Cosmetics, Fragrance and Nail that operate in the UK and France.