McKinsey & Company

As online marketplaces grow, speciality and mass retailers face mounting pressure. With assortments blending and channels blurring, standing out is only getting harder.

Macro dynamics, wealth patterns and migration are reshaping beauty shoppers globally. To stay competitive, companies must anticipate changes across generations and cultures and hyper-localise their brands, finds The State of Fashion: Beauty Volume 2.

As growth marketing becomes even more expensive in a crowded market, beauty leaders must rebuild their creative marketing muscle and make bold choices, finds The State of Fashion: Beauty Volume 2.

Over the last decade, an avalanche of brands with public-facing founders emerged. While a prominent founder can propel growth, customers use other factors to assess whether a brand is suited to their needs, according The State of Fashion: Beauty Volume 2.