Following the e-commerce rush
We were rather reluctant about it, but we have finally arrived! Today, India has a substantial share in e-commerce as people across categories – from baby boomers to Gen Z – are browsing and shopping online. But what does this trend mean for the beauty industry? Are professional beauty brands ready to embrace the e-commerce league? Kanishka Ramchandani examines the changing face of sales in the beauty market, thanks to the new normal