With key USPs centring around speed, convenience and privacy, it’s easy to see how appealing the prospect of a professional beauty treatment in your own home might be for consumers. MyGlamm, Priv and MILK Beauty are just a few in the latest flurry of start-ups to venture into the on-demand beauty services market – and now multinational corporations are taking notice. In the last three months, Elizabeth Arden has made two acquisitions in this sector, first snapping up Manicube, then CityMani. But where is this business model headed, and what new features can we expect?
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