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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Beauty’s Challenger Brands Need to Rev Up Growth

For many emerging beauty brands, the early days of getting up and running has been the relatively easy part. Now, they need to confront even greater challenges to continue their growth trajectories, according to The State of Fashion: Beauty.
Rows and rows of Fenty Beauty foundation bottles of varying shades.
For many beauty brands, geographic and channel expansion is key for gaining further market share. (Getty)

The first wave of digitally innovative independent brands burst onto the

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Further Reading

How to Decode Gen-Z’s Evolving Relationship With Beauty

The State of Fashion: Beauty explores why outsized influence of today’s teens and twentysomethings over consumer industries mean beauty brands face a fast-changing challenge to adapt their businesses — from marketing to pricing strategies — to remain attractive to this hugely discerning cohort.

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