The Iconic’s considered approach to taking on the online beauty industry

In a year that turned the beauty industry on its head, omnichannel retailers like Sephora and Mecca, and online players such as Adore Beauty have reaped the rewards of the beauty e-commerce boom, and there’s no sign of a slowdown. Revenue in Australia’s online perfume and cosmetics sales industry is forecast to increase by 7.6 per cent in 2020-21, according to Ibisworld. Now, The Iconic is accelerating its push into the beauty category across Australia and New Zealand in a bid to meet the in