Not long ago, beauty rituals were defined by geographies and inherited culture. French skin care was a Parisian luxury, Ayurvedic beauty remained an Indian wisdom and Korean skin care was only accessible in Seoul.
These beauty practices are no longer secrets, nor are they confined to their countries of origin. Global consumers can access these trends and products with a few taps on their phones, with many ritual brands evolving into multibillion-dollar entities. As beauty rituals transcend borders, e-commerce is the engine driving this cultural movement. In this article, we explore the dynamics of this movement, what it means for brands and why the future of beauty will be more connected than ever.
Marketplaces and social media democratise beauty
A decade ago, if consumers wanted authentic K-beauty or J-beauty products, ..............................
The article is property of Euromonitor International, a data analytics company, and you can find it here.
