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Disrupting the Beauty Innovation Model,

the rise of indie brands, product lifecycles and growing demand for customization are disrupting conventional product development and related supply chains.

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Engaging with today’s clientele requires brands to show what they stand for, such as fun, diversity, uniqueness, sustainability or any other form of engagement that goes beyond the brand itself, what matters is to be conscious and involved. Many brands now offer vegan products and work hard to offer sustainable solutions for their packaging. Brands who wish to appeal to clients on e-commerce platforms must take into consideration how they deliver value that goes beyond the product use itself all the while practicing what they preach when they address marketing issues and work ethics.