Covid pandemic has accelerated shift to online purchases, with big brands buying up startups
The department store beauty hall is facing a fight for survival: the pandemic has accelerated the shift to buying cosmetics, skincare and other pampering products online, and a growing number of sales are now via a smartphone rather than over the counter.
Manicured sales assistants, testing pots and makeovers are being replaced by powerful influencers and digital beauty halls that can switch up the products on offer at the tweak of an algorithm.