The traditional beauty retail platforms of decades past have become unrecognisable when compared with how beauty consumers purchase their make-up and skin care today.
Selling channels once viewed in a less favourable light by beauty businesses, such as trillion-dollar e-commerce giant Amazon, simply cannot be ignored anymore, and TikTok Shop continues to assert its dominance in 2026.
Amazon's beauty category generated US$8.1bn in Q1 2026, up 13% year over year, according to global e-commerce agency Front Row's proprietary Perpetua Prism data.
And 94-year-old heritage beauty brand Revlon is one such business carving out a space for itself in this digital future, having reported double-digit growth on Amazon while also accelerating consumption trends within TikTok Shop.
As a legacy brand, the need to be ahead of the curve has never been more important when competing in an “ecosystem often dominated by creator-founded and digitally native players”, says Dana Medema, Revlon President, North America.
“We have [always] tried to be platform agnostic to a certain extent, because we want to focus
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.
