TikTok Shop, specialist retail and Amazon’s ascent: Navigating the new beauty landscape
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Today, a beauty product is sold every two seconds on TikTok Shop. Amazon has become the largest e-commerce merchant for beauty in Europe. Specialists like Sephora and Ulta Beauty are fighting back with a focus on experiential retail, to varying degrees of success. Meanwhile, Farfetch and Net-a-Porter have both discontinued their in-house beauty businesses.
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