There was a time when a handful of corporations dominated the beauty industry and shaped the trends. Today, only 18% of the beauty industry is held by established brands, while 82% is made up of small, mid-level, and startup brands. Growth has, and will continue to be, driven by evolving demographics, new formats and formulations, dynamic distribution channels and technologies, Amazon, and of course, innovative thinking—all focused on the global beauty consumer. Discover the beauty marketing trends that will shape 2018 as consumer attitudes and demographics continue to evolve.
