Pure Beauty

Super niche: The rise of hyperspecific beauty retailers

By Sarah Parsons | Published: 2-Mar-2021

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

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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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