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The State Of Indie Beauty

The metaverse is a virtual ecosystem that indie beauty brands should consider, according to Taylor Barry, co-founder of beauty brand consultancy Beauty Breakthrough. Large beauty brands like MAC, Clinique, Charlotte Tilbury, and Tatcha have begun to experiment with virtual pop-ups and storefronts to stoke customer engagement and awareness. “We’re speaking with one of our brands now about how they can be an early adapter to this new concept,” says Barry. “There’s this move to what is being called ambient retail now, which is a state of retail being everywhere, woven into social and entertainment experiences. It’s going to become a whole new way to play in beauty.”

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