Digital-first brands outperform legacy players
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The makeup base market is expanding rapidly, driven by demand for products that blend skincare and cosmetics. Consumers seek multifunctional formulas such as hydrating, pore refining, SPF infused that enhance natural beauty while extending makeup wear. As social media influence grows and clean beauty preferences rise, innovative, inclusive and digitally informed base products are reshaping beauty routines.<br>
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Digital-first brands outperform legacy players
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