Following World War II, the cosmetics market rapidly expanded by virtue of mass production. Major beauty groups dominated the industry, imposing their products and standards. Today, this is all being challenged by industry newcomers and novel business models, turning established rules upside-down. Traditional brands are now confronted with the successes of DNVBs (Digitally Native Vertical Brands), companies born online that are completely customer-centric and maximize technology use to send their clients personalized offers.
