Direct-To-Consumer Channels Boost US Beauty Brands’ 2017 Sales Growth, Report Finds

A recent study from market research company Kline showed that sales in direct-to-consumer channels are growing faster than other channels in the US. The report, Beauty Retailing USA: Channel Analysis and Opportunities, found that sales on home shopping, social media and direct-to-consumer e-commerce platforms together grew 13% last year. Brands like Glossier and Kim Kardashian's KKW Beauty, for example, are using pop-up shops to reach and appeal to more customers by offering a personalized experience, and retailers are being forced to enhance the in-store customer experience, particularly through technology, to compete.