. Beauty brands now, more than ever, have to invest in digital activities like e-commerce and Instagram relationship. Dead are celebrity faces, magazines, boutiques, and megastores, and Clean Beauty brands have put resources into building keen direct businesses to have a better position after the pandemic than ones that depend on brick and mortar retailers. Many of which are closed or about to go out of business. Consumers are still buying beauty products, but with a conscious eye, regardless of whether they’re preparing their skin for Zoom calls rather than outings to the workplace. Many brands have reported surging online sales. Many people put resources into self-care, a new ethic…