Consumers worldwide are now four times more likely to purchase makeup and personal care products online than pre-COVID, with European e-commerce particularly strong (Getty Images)
The ongoing COVID-19 crisis has accelerated many pre-existing trends in beauty, most notably taking the rise of e-commerce to astonishing new heights with a particularly impressive transformation in Europe, says an expert consultant
One year on from when the COVID-19 pandemic truly took hold, consumer behaviour now looked very different to earlier years. The pandemic had caused a seismic shift in consumer browsing and shopping patterns and sparked a flurry of new priority areas, including increased focus on sustainability and health, among others.