Pure Beauty

Op-Ed: The end of the digital native beauty brand

Published: 29-Nov-2021

George Gottl, Chief Creative Officer of retail design agency UXUS, explains why digital native beauty brands must adapt as consumers crave the physical again

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The pandemic saw a surge in digitally-native DTC beauty brands as investors and consumers alike adapted to global lockdowns. But the pendulum is already swinging back in the other direction.

People are returning to brick-and-mortar stores and many - especially younger consumers - are actively seeking out physical retail experiences.

At the same time, the overall efficacy of digital marketing is reducing as people become increasingly sceptical of

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