Digital sampling in the beauty category has come a long way from the days of poorly targeted brand-to-hand giveaways and paper-based fragrance testers glued onto magazine adverts.
What was once an exercise in scattergun mass distribution has evolved into something far more deliberate, data-driven and experience-led.
Since the Covid-19 pandemic, digital sampling has been growing as a channel – with 2026 shaping up to be the year beauty brands finally see it not just as a tactical bolt-on, but as a strategic pillar of their plans.
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