What to Watch: As Pandemic Shopping Shifts Cement, Beauty Brands Broaden Distribution

“We saw in the pandemic that Amazon and then mass, drugstore and grocery became outlets for beauty, and to their credit they responded very quickly to elevate their offer,” Greene continued. “At the replenishable level, even if it’s somewhat premium like YSL Touche Éclat … I don’t think it would tarnish a brand’s reputation to have it in a vending machine or in a drug or mass environment.

“Scarcity, 100 percent, is something that elevates the feeling of luxury,” Greene said, referencing the Hermès beauty line and limited-edition fragrance projects from Louis Vuitton. Last year Credo had begun working with Supergreat to include the app’s user-generated views on brand pages on the website.

“The whole picture of how commerce, social media, and entertainment — and entertainment being user-generated and entertainer created — is becoming more and more consolidated into these virtuous ecosystems. I see a lot of this rise of shoppable beauty-tainment — beauty is becoming almost an entertainment vertical in its own right,” Greene said, talking about YouTube’s beauty festival and video content on Tiktok and Instagram.

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