Retailers Put Brands to the Test

The number of beauty brands entering the market is always increasing, meaning there are more products than ever for retailers, and consumers, to choose from. Traditional curation from specialty retailers has always helped consumers decipher between the good and the great. However, influential beauty retailers, like Standard Dose, Violet Grey, Credo, Thirteen Lune and Shen Beauty, are moving beyond curation and into serious vetting as marketing terms and claims increase consumer confusion.

Read the full article by Jenny B. Fine and Jayme Cyk on WWB >