Beautycounter's New Store Is All About One of Retail's Biggest Trends for 2021

The shop wants to build community through livestreaming in a post-Covid world

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2020 altered the retail landscape as we once knew it, likely forever. But yes, while the importance of direct-to-consumer channels and ecommerce is much more pronounced, those alternative shopping avenues haven’t eliminated the need for brick-and-mortar storefronts. Instead, they’ve changed how brands approach physical shops, bringing a jolt of digital capability to in-person retail.

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