Beauty has never been easier to launch into – or harder to sustain.
The market is oversaturated, content is relentless and customers face two increasingly difficult questions:
What is right for me, and who do I trust to tell me?
This is the Customer Confidence Gap: the distance between discovering a product and feeling sufficiently informed, reassured and understood to choose it.
As the industry has expanded, that gap has widened.
Customers have neither the money nor the patience for disappointing products, while brands are under pressure to spread investment across paid media, influencers, retail, innovation and content.
In this article, Noelle Shine, CEO of beauty strategy and business- building partner Beauty Vibe explains why community has become beauty’s new growth engine.
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