Beauty

The consumer buying journey has been upended over the last several years, due, in part, to the rise of product discovery on social media, an altered DTC e-commerce landscape and the beauty industry’s emphasis on omnichannel. On Monday, during a one-day LTK Beautiful event hosted in Miami, several beauty industry leaders and veterans discussed the challenges this new nebulous journey presents, the way it alters how brands work with content creators and the overall implications moving forward.