Retail isn't dead, DTC isn't a golden ticket and the business of beauty and wellness will continue to boom, despite what the universe has thrown at us over the last 3 years. 

These are, without doubt, unprecedented times and very tricky to navigate for any business. But now in 2023, we need to face the future and embrace the new beauty industry landscape. How we build our brand and sell our products has changed, as has how we build relationships with our customers and while the speed of this change has been breakneck at times, the opportunities to grow and thrive have never been more exciting. Whether your business a skincare brand, retailer, salon or spa, digital strategy is  part of every function. Once we spoke of marketing and digital marketing, retail and e-commerce as separate entities that formed part over an overall business eco-system, but today it's just marketing, the digital part is no longer stand alone, strategies are integrated and retail is omni-channel, there's no longer a question of whether you have an e-commerce site or sell through a marketplace, it is part of your overall retail offering, blending physical and digital strategies that work together to meet your customers where they are.