Beauty marketplaces appear to be making a comeback, and for good reason.

Led by Amazon, online, multivendor platforms have seen momentum as new brands hop on the Amazon bandwagon each month, and retailers like Walmart and Ulta Beauty increasingly build out marketplaces of their own to compete.

“The consumer journey has shifted in a short amount of time — consumers are now telling us where they want to shop, and we should be leaning in,” said Market Defense’s chief engagement officer Vanessa Kuykendall, in conversation with Dime Beauty chief executive officer Cyndi Isgrig and WWD senior beauty editor Kathryn Hopkins at the 2025 WWD x FN x Beauty Inc Women in Power Conference.

“Speed matters — if a consumer sees a trend on TikTok , they can go right to a marketplace and pick up that

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