Research November 15, 2017

Beauty US 2017

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Independent brands continue to chip away at the market share of large beauty enterprises. While most indies remain small, a handful have scaled to become competitive forces in their own right; this year’s Digital IQ Index: Beauty is the first to rank an independently owned brand in the Genius class. Legacy players are funneling investment into digital channels to stanch the bleeding, resulting in an increasingly competitive landscape.

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