In 2026 the beauty lover is no longer just a customer; they are sitting ducks in a high-stakes, twenty-four-hour digital siege. For those of us hovering at the coalface of the beauty industry as consumers , the experience has shifted from the tactile pleasure of browsing a department store counter to an exhausting marathon of scrolling, swiping and dodging ‘limited time’ offers. We are bombarded with a relentless stream of new product releases, hyper-personalised email market

The all-new PLouise mystery box has set TikTok on fire. Just about everyone with even the slightest interest in makeup wants to get their hands on one. It was the top-selling product of its kind when I came across unboxing videos, depicting people revealing what they had received. The company told customers it sold 10,000 in one week and 6,000 in just three days. WOW! My eyes were literally popping out of my head as I observed happy shopper after happy shopper hold up two-tie

PLouise is a UK-based makeup academy and cosmetics supplier. Based in Stockport, it has an international following. With quirky...