The beauty path to purchase has fundamentally changed. Discovery, consideration, and conversion no longer happen in sequence or even in the same place. Consumers move fluidly between TikTok, Amazon, marketplaces, brand websites, creators, and physical retail, creating a fragmented landscape that challenges traditional commerce strategies.
At the same time, generational shopping behaviors are diverging, marketplaces are becoming search engines, retail media is reshaping channel economics, and new platforms are creating both opportunities and risks. Brands must balance consumer reach, brand control, profitability, and measurement across an increasingly complex ecosystem.
We will examine how beauty brands are adapting to this new reality, what connected commerce means in practice, and how leading brands are building competitive advantage across a fragmented path to purchase.
- How Beauty Consumers Shop Today and What the Data Shows
- The Connected Commerce Imperative
- How Smart Brands are Winning
She began her career in beauty as one of the original executive team at Bliss, taking on the way women view beauty as the Managing Director of the Bliss Catalog. This venture fundamentally changed the way beauty products were merchandised, distributed, and marketed to consumers, leading to the acquisition of Bliss by LVMH.
As Vice President of Marketing for Dr. Dennis Gross Skincare, she was on the forefront of defining the cosmeceutical category.
Kelly also founded consultancy group Purpose-Built, providing concept-to-counter solutions and strategic advisement from startups to Fortune 100 brands.
She has also built her own brands, most recently the award-winning fragrance brand Odin, co-founded in collaboration with the men’s fashion brand.
