The beauty industry has shifted online, with challenger brands like IPSY, Glossier, and Fenty Beauty becoming household names. Despite the negative impact of the COVID-19 pandemic on cosmetics sales, the industry is still growing, especially in ecommerce. This report provides statistics, trends, and strategies for cosmetics marketing in 2021 and beyond. It covers market share and growth, insights from top brands and companies, and a growth plan for ecommerce cosmetics marketing. The report also includes detailed examples and lessons from fast-growing direct-to-consumer companies like ColourPop and Coola, who have stood out in a competitive market with creative campaigns and a focus on product quality.
