This industry is growing quickly, and it's expected that sales will go from $420 billion in 2018 to $716.3 billion in 2025. Aside from that, newer firms are experiencing strong eCommerce sales, with 86% of their sales taking place online, compared to only 4% of online sales for the top 20 beauty manufacturers. With 28% of male and 22% of female American customers already receiving a subscription box service, beauty subscription services are rapidly growing in popularity. On the other hand, partnering with creators is now a key way to raise awareness, get more people involved, and ultimately increase sales. According to studies, more than 65% of consumers choose to buy a cosmetic after hearing about it from an influencer on social media. Lockdowns increased the digitalization of brands even though it was already well established for some businesses. It's no longer an option; it's the norm.