Super niche: The rise of hyperspecific beauty retailers

A new generation of forward thinking online stores are going against mass offering by building and honing in on communities, from wanderlust aspirations to cancer patients

Image via Mozzafiato

To say that online beauty retailers have done 'well' as a result of Covid-19 and working from home culture would be a massive understatement.

Online sales are expected to account for nearly one quarter (23%) of the overall beauty and personal care spend by the end of 2021, according to Kantar. Meanwhile, NPD UK reported that online sales for luxury cosmetics soared by 47% in 2020.

Indeed, this success is being reflected in . . .

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