Beauty shoppers reluctant to buy new brands online, study shows

The findings said more than 60% of Gen Z and Millennial customers would not buy from new beauty brands

Almost two thirds of beauty shoppers are reluctant to buy from a new brand online, a new study has found.

The findings were commissioned by e-commerce platform Nosto and measured responses from 2,000 US and UK Gen Z and Millennial consumers.

More than 60% of female shoppers said they are more likely to stick to buying products . . .

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