News & Views
Is Amazon’s bet on beauty paying off?

How Amazon can make headway despite resistance from luxury conglomerates.

Has Amazon’s foray into beauty lead to any success? L2 Cofounder and Chief Strategy Officer Maureen Mullen says the jury is still out. As of now, 185 beauty brands sell on the platform, a staggering increase from a year ago. However, Amazon has yet to nab any of the major luxury conglomerates like Estée Lauder, L’Oréal, Shiseido, and LVMH as official sellers. Amazon’s future success may hinge on beauty’s independent brands.

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