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In the past few years, mobile has risen to become the most dominant form of media consumption. With this change in consumer behavior, platforms like Google, Facebook and Instagram have grown into virtual monopolies. This shift has not only affected consumers, it has also changed retail and the way smart marketers approach commerce. Nowhere is this more apparent than in the beauty category.
Long dominated by well-established legacy brands, a new phenomenon has risen—direct-to-consumer indie beauty brands.
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