KNOW THE ROOM BEFORE YOU ENTER IT

The conversations at Beauty Connect LA don't have to start when you arrive.

Beauty Connect's Omnichannel Journeys gives you a window into the priorities, challenges and investment decisions shaping the conversations you’ll have with those you'll meet in Los Angeles.

71% of registered Beauty Connect LA brands now describe their go-to-market model as omnichannel. And while 16% still describe themselves as DTC-first, just 8% say they are retail-led.

That shift changes the conversation.

Brands are no longer simply asking whether they should be in DTC, retail, marketplaces or social commerce. They're asking what role each should play, how information and relationships move between them, and how the whole system creates sustainable growth.

Beauty Connect Omnichannel Journeys | Volume 2: The DTC Advantage explores how strong customer relationships create a foundation for meaningful channel expansion.

Read for free.

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Investment Playbook

So what should you be talking about at Beauty Connect?

Our latest report, Omnichannel Journeys Vol. 2: The DTC Advantage, explores the questions sitting behind those decisions.

  • How well do you really know your highest-value customer?
  • What gives someone a reason to return beyond a discount?
  • Where should creators sit in your customer journey?
  • What should DTC do that retail can't?
  • When does another channel create incremental growth - and when does it simply add complexity?

The report's five-stage framework moves from owning the customer relationship, through retention and proving the economics, to amplifying through creators, experts and customers before earning and activating retail expansion.

Investment playbook key takeaways

From insight to conversation

These aren't abstract questions. They're the decisions being made by the founders, retailers, creators, investors and commercial leaders coming together at Beauty Connect LA.

73% of registered attendees are C-suite or Director level.

95% influence procurement, including 37% who are sole decision-makers.

And the estimated solution budget represented in the room is $176.1 million.

So use the research before you arrive.

Understand where the market is moving. Identify the questions that matter to your business. Look at who you want to meet. And come prepared to have a more useful conversation when you're face-to-face.

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And the relationship economy is only getting bigger.

One theme runs throughout the research: omnichannel growth increasingly depends on people and relationships, not channels operating in isolation.

The report’s key case study, Crown Affair, describes community as part of its founding operating model, with DTC allowing the brand to listen, educate and build alongside its customers.

Creators, experts and customers increasingly form part of that same relationship ecosystem.

At Beauty Connect LA, we'll explore what that means for beauty now.

First, understand the room. Then come and meet it.

 

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About Beauty Connect Omnichannel Journeys

Distribution-Led is the second installment in the Beauty Connect Omnichannel Journeys series tracking the different routes today’s beauty brands take to reach lasting scale.

Volume 1: Social-First Demand
How digitally native brands turn social attention, creators and community into commerce and wider distribution.

Volume 2: Distribution-Led
How brands use distribution as a foundation for demand, scale and expansion across a wider channel ecosystem.

Together, the series explores a central question for modern beauty businesses: there is no longer one route to scale - so how do you build the right omnichannel journey for your brand?

Read volume 1

Built by Beauty Connect Series

Beauty Connect Series produces executive research informed by the leaders shaping modern beauty, including founders, CEOs, investors, retailers and product innovators, to deliver practical intelligence for an industry that is evolving faster than ever.

Rather than reporting on trends after they've happened, we work with the Beauty Connect community to identify the commercial shifts shaping what's next.

From investment and retail to AI, product innovation and consumer behaviour, every report is designed to help beauty leaders make more informed strategic decisions.