The beauty industry is ripe for personalization. With many different types of products on offer, much room for creative flare and frequent repeat purchasing, pairing the right person with the right product represents true nirvana.
The biggest difference between on- and offline is creating that same sense of tangibility as in stores. What online has in its favor is the ability to absorb customer data. The more a shopper shops, the more you know, meaning that product recommendations can become more useful, sampling gets smarter and replenishment can happen from the sofa.