{
  "id": 12306152,
  "title": "How Beauty Brands Can Win When Every Channel Counts",
  "url": "https://urgent.news/2026/10/06/how-beauty-brands-can-win-when-every-channel-counts",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-06T05:00:00.000Z",
  "source": {
    "name": "Business of Fashion",
    "slug": "business-of-fashion",
    "url": "https://www.businessoffashion.com/articles/beauty/how-beauty-brands-can-win-when-every-channel-counts/"
  },
  "original_language": "en",
  "account": "On September 22, beauty leaders gathered in New York for a conversation on sustainable growth in a market where shoppers are increasingly using multiple channels to discover, evaluate and purchase products. Christopher Skinner, co-founder and chief revenue officer of Front Row, and Yasmine Dahlberg, BoF content strategist, led the discussion, which brought together executives from brands like Orveon, Revlon, and Sulwhasoo, as well as investment firms Prelude Growth Partners and TSG Consumer Partners.\n\nAccording to Circana, US prestige beauty sales grew 7% to $17.1 billion in the first half of 2026, with gains concentrated among digitally native brands that innovate quickly and market aggressively. However, legacy lines are struggling to capture consumer attention as shoppers spread their spending across more platforms and expect brands to be present on each one.\n\nAmazon has surpassed Walmart as the largest U.S. beauty retailer, and TikTok Shop has become the fourth-largest U.S. health and beauty e-commerce retailer, with over $4.4 billion in sales last year. Even established players like Sephora have entered new channels, opening a storefront on TikTok Shop and piloting an app in ChatGPT that uses customer profiles to personalize product recommendations.\n\nThe conversation highlighted that growth depends less on the number of channels a brand invests in and more on how consistently it appears across each one. Consistency builds trust, ensuring that when a customer discovers a product in one place, the experience remains coherent when they validate it elsewhere. This consistency is essential for fostering customer connections and brand loyalty.\n\nTo achieve consistent brand messaging across channels, brands must break down internal silos and foster collaboration among teams. Everyone—from sales to trade marketing—must understand and embody the brand's guidelines and vision. This collective stewardship of the brand identity helps ensure that content resonates uniformly, regardless of the platform.\n\nMoreover, the value of content should be measured by engagement rather than sheer volume. Brands that test and refine their content, optimizing it for each platform, tend to see stronger results. Rather than constantly producing a diverse array of assets, it's often more effective to maintain high-frequency, high-quality content that resonates with shoppers.\n\nWhen brands enter new retail environments, they must also adapt their content to meet the retailer's expectations. Retailers like Target are expanding their curations of beauty products, and brands must provide tailored content to support this growth. This includes creating in-store experiences that feel authentic and genuine, rather than just promotional visuals. By focusing on meaningful engagement and tailored content, brands can effectively navigate the evolving landscape of beauty retail and maintain a strong presence across all channels.",
  "summary": "Last month, The Business of Beauty and Front Row gathered beauty executives and investors in New York to discuss how content, the evolving channel mix, brand consistency and AI search are reshaping the path to purchase.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}