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


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

Glossier has long been heralded as an exemplary digital native beauty brand

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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