A brave — and perhaps hyper-specific — new world of beauty retail is on the horizon.

That is, an emerging set of players is looking to evolve the way beauty and wellness products are sold — from bringing text-to-buy back to making overstock sexy to decoding the next generation of beauty-tech products and more.

The time seems ripe for alternative approaches to retail: In recent years, Amazon and TikTok Shop have both been snatching market share from beauty’s more traditional department store and specialty retailers, and consumers are increasingly prioritizing value in ways that transcend brand or even retailer loyalty. Two years after debuting in the U.S., TikTok Shop now accounts for roughly 1 percent of beauty sales across the mass and prestige markets, according to Circana, and as re

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