Beauty Retailers Race to Redefine the Rules of Engagement
Briefly

Amazon's influence is shaping the beauty e-commerce landscape, emphasizing convenience and online shopping experiences over traditional brand exclusives. Other global players like Zalando and Nykaa are also expanding rapidly, and travel retail may gain importance if tariffs remain. Retailers need to optimize their consumer funnels for effective discovery, replenishment, and gifting. Marketplaces have the potential to enhance shopping experiences and lead the channel shift, with Amazon expected to surpass Walmart as the largest US beauty retailer.
Amazon's growth as a mass and premium beauty retailer significantly raises the competitive bar for beauty industry players, particularly traditional retailers and department stores. Future success will depend less on brand exclusivity and more on convenience and enriched online shopping experiences.
Marketplaces are experiencing strong growth due to convenience and affordability, with general marketplaces expected to outpace other online beauty channels. Morgan Stanley anticipates Amazon will become the largest beauty retailer in the US, overtaking Walmart.
Read at The Business of Fashion
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