Ecommerce Trends in the Beauty Industry 2021

As a beauty business owner, keeping up with the latest trends and keeping an eye on your competition should be part of your marketing strategy. During the last twelve months, the Coronavirus pandemic has triggered a rise in online shopping, and the beauty industry has had to adapt. This means new ways of promoting products, selling services, and keeping customers.  

We’ve rounded up some of the different areas expected to grow in beauty ecommerce. How will your business adapt?

Diversity & Inclusivity

Diversity and inclusivity is the new standard set by many mainstream beauty brands. From makeup brands offering a range of foundation colours to suit all skin tones, to hair brands catering for different hair textures – its time to promote different representations of beauty.

Demonstrating the diversity of your brand will help you to attract new customers and build customer loyalty. This can also be an area for your ecommerce brand to develop in, so if you only stock products aimed at a limited audience, consider expanding your product lines to be more inclusive.

Virtual Reality

The use of virtual reality within beauty ecommerce is becoming more popular. Apps that let your customers ‘try-on’ different make-up shades, hair colours and hair styles help them to make informed decisions before making a purchase.

This is a feature that has been particularly useful during the pandemic. As shoppers were unable to pop into stores and try products in person, a VR try-on was the next best thing.

Sustainable products

Many beauty customers prefer to shop from brands that align with their personal values. This includes finding products that are ethically sourced, organic, vegan and cruelty-free. For many online beauty shoppers finding a brand that fits with their own beliefs is more important than price in most circumstances.  

Social media isn’t just for selling anymore

If you’ve been hammering your social media followers with constant sales messages, its time to change your tactics. Social media should be used to share information that your followers actually want to see. It’s also a great place to collect and share reviews from your customers to encourage others to purchase your products. This is called ‘social proof’ and will go a long way to boosting your sales.

Use your social channels to build a community that shares the same values as your brand. The more you interact with your customers, the more they will trust in your brand, products and services.

For help or advice with any of the topics listed above give our team a call on 0333 772 9187