How to start an online-only beauty brand

Increasing numbers of new brands are choosing to launch online, tapping into today’s web-savvy consumers – but what’s the right direction?


Ethelbert Williams is Chief Marketing Officer at e-tailer InstaNatural.


Ethelbert Williams

What kind of brands benefit from being online-only?

The beauty category is all about discovery and having a strong digital experience is critical to winning the shopper.

For a budding, newer brand, having an online-first approach offers focus and a way to pilot your way to success including broader distribution channels.

Amazon is important to your online sales strategy as it is . . .

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