Virtually bricks-and-mortar: A beauty phenomenon or flash in the pan?

Virtual spaces infiltrated the beauty industry while almost an entire population of customers were confined to the walls of their home. But how prominent will these ‘metaverses’ be in retail’s future? Cosmetics Business finds out

It might be an understatement to say that beauty brands had to get creative when the pandemic hit. Shops were shuttered, supply chains were blocked from here to Timbuktu and an appetite for cosmetics was losing its lustre.

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