Ringing in the new decade

摘要

What a difference ten years make! In 2010 Rihanna was just a singer(albeit a highly successful one);Kylie Jenner was Kim Kardashian's kid sister;and a drunk elephant was definitely not something you'd want to come across when browsing the shelves at Sephora.But the beauty industry is a fast paced one-and in recent years the likes of Fenty Beauty and Kylie Cosmetics have put pressure on established brands,and traditional marketing methods and retail structures(before,in some cases,being snapped up by the very brand owners whose dominance they'd challenged).All of this has helped to keep the cosmetics world competitive,on its toes and,overall,providing a better service for consumers.