BEAUTY HAS, argu-ably, always been a luxury in the truest sense of the word – desirable, sensorial and exclusive. But how we define, understand and experience beauty has changed dramatically over the last few decades. Beauty buyers have slowly transitioned purely from how a beauty product makes us look to how it makes us feel. This shift to beauty being an essential form of selfexpression has only been accelerated by the pandemic. The post-pandemic beauty consumer is more discerning, well-informed and has access to brands from across the world in the palm of their hand. Beauty brands are adapting to this rapid democratisation with innovation and agility to bring the best of luxury beauty treatments to consumers while delving deeper into what luxury beauty truly means for each buyer.
Higher Naturality
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