Digitalisation was already a disruptor to the beauty industry before COVID-19, but has now accelerated due to the changing habits of consumers. Virtual try-ons, shoppable social media and live streaming have all become integral parts of the buying journey for consumers, and increased online shopping is expected to become a permanent change. Sustainability is also a driving factor in the industry; as consumers become more aware of climate change, they will shift towards products that show green initiatives.