Reliance on brick-and-mortar beauty retailers has meant that Europe lags behind other regions in terms of digital beauty market penetration. Across the continent, online beauty sales are growing by 10 percent YoY, per NIQ. It’s what makes selling beauty online, particularly premium beauty, so tricky within the region, said Copestake. For TikTok Shop, beauty livestreams are the foundation of trust. “Premium beauty relies on expert curation, tailored advice and meaningful brand engagement.”Sign up to The Business of Beauty newsletter, your complimentary, must-read source for the day’s most important beauty and wellness news and analysis.