Pure Beauty

The new normal: How Britain's beauty buyers are adapting to working from home

By Sarah Parsons | Published: 1-Oct-2020

Cosmetics Business finds out from some of Britain's top retailers how WFH as a result of Covid-19 is shaping beauty both for consumers and employees

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'There's no place like home.' Never has the 80-year-old Wizard of Oz quote been more relevant than in 2020. Consumers are spending more time indoors than ever before and working from home or ‘WFH’ has become the new normal for office workers across the UK.

The Office of National Statistics estimates that close to half (47%) of Britain's workforce did at least some of their job requirements remotely during the initial lockdown. And due to Prime Minister Boris Johnson's recent coronavirus measures, people are expected to remain away from the office for potentially another six months.

With the exception of

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