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

Beautycounter's new store will have a live stream studio in the back Beautycounter

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.

@dianapearl_ Diana is the brand marketing editor at Adweek and managing editor of Brandweek.