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Beauty Retailing: The Shift to Speed and Convenience

The pandemic had a profound impact on the beauty retailing world last year, forcing retail outlets like Ulta and department stores to temporarily close while creating a tremendous shift to e-commerce during lockdowns. The big story of the year was how Internet sales surged 47.5%, as revealed by Kline’s soon-to-bepublished Beauty Retailing: U.S. Channel Analysis and Opportunities. The pandemic accelerated changes that were already in progress, such as the move to a stronger digital landscape, with years worth of digital enhancement happening in a matter of weeks and months and even consumers who previously resisted online shopping becoming avid users. 

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