Digital Go-To-Market Review: Beauty Brands, 2024

March 15th, 2024

Sucharita Kodali VP, Principal Analyst

Nicole Murgia Senior Researcher

With contributors:

Fiona Swerdlow , Delilah Gonzalez , Taylor Hansen

Summary

Forrester’s Digital Go-To-Market (GTM) Review evaluates brands across the attributes that are essential to their long-term digital success, focusing on the strength of their direct-to-consumer (DTC) operations. We first completed this beauty category brand review in 2020. In this research, brands are primarily B2C companies that manufacture their own products and generally distribute via wholesale partners. Our analysis uncovers the results of Forrester’s 2023 Digital GTM Review for brand categories, highlights best practices, and identifies key findings for digital leaders at beauty brands.

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