The beauty industry is getting a digital makeover, thanks to Gen Z, viral TikTok trends, AR capabilities, and new consumer behaviors. Brands will need to take a multichannel approach to keep up.

Big-box retailers are aggressively upgrading their beauty offerings to attract returning in-store shoppers and younger, digital-first consumers.

On today's episode, in our "Retail Me This, Retail Me That" segment, we discuss why subscription ecommerce works, product categories best suited for this model, and how much subscription fatigue may be setting in. Then for "Pop-Up Rankings," we rank the top four subscription services that have staying power in the key categories of pets, beauty, food, and clothing. Join our analyst Sara Lebow as she hosts analysts Blake Droesch and Zak Stambor.

Junior Scott Pence, CMO of Peace Out Skincare, talked with Insider Intelligence about the marketing opportunities within TikTok.

Fragrances will see about $240 million in US ecommerce sales this year, following a massive 72.9% growth rate in 2021, when consumers returned to social activities but stuck with their pandemic-induced habit of shopping online.

L’Oréal’s data-driven marketing enables personalization so consumers can explore their unique beauty. Hear from L’Oréal’s chief digital and marketing officer about how the company is effectively using multichannel marketing to enhance engagement, drive conversion, and create consumer loyalty.

Insider Intelligence spoke with Dorian Morris, founder and CEO of Undefined, a wellness brand focused on providing consumers with plant-based and affordable beauty products.

On this episode of Brand Anatomy, where we get exclusive looks inside leading brands, eMarketer Briefing director Jeremy Goldman sits down with Abigail Jacobs, senior vice president of integrated marketing and brand at Sephora, and Joshua DuBois, co-founder and CEO of cultural insights firm Gauge, to discuss the genesis of the beauty retailer’s "Black Beauty Is Beauty" campaign, what role Gauge’s NXTLab played in the process, how the campaign came to life across multiple channels, and how Sephora uses the 15 Percent Pledge to keep itself accountable with its diversity, equity, and inclusion (DEI) efforts. Plus, hear what brands Abigail and Joshua draw inspiration from—and learn a little-known fact Joshua picked up from his friendship with a recent ex-president.

Health and beauty items are the most-purchased products via smart speaker, with 8.9 million US internet users ordering these products on their smart speakers between August 2019 and August 2021.

On this episode of Brand Anatomy, where we get exclusive looks inside leading brands, eMarketer Briefing director Jeremy Goldman sits down with Abby Whitmer, vice president of ecommerce at BeautyBio, to discuss how the beauty brand is adjusting to iOS privacy changes, tackling supply chain issues as a medium-sized business, and lessons from this year’s holiday season.

New Category Breakout: Fragrance (Subset of Beauty and Cosmetics). Similar to jewelry, online fragrance sales spiked in 2021, after seeing little growth the year prior. Growth in the overall beauty and cosmetics category was aided by the resumption of social activities. Sales are growing, but fragrance doesn’t look ripe for major ecommerce disruption anytime soon.