Back in 2020, L’Oréal outlined its ambition to become the world’s number one ‘beauty tech company’, amid a shift in how brands connect with consumers.

Technology has since come to the forefront of the beauty and cosmetics industry, with brands using digital to spearhead product innovation and drive customer engagement. So, what tech trends are shaping the industry? Here are four examples that stand out.

RainFocus is a ‘unified events and marketing’ platform that enables companies to integrate ‘events’ into their martech stack and their customers’ journeys. Nikki Gilliland recently spoke with the company’s CEO, JR Sherman, to discuss his industry, the impact of the pandemic and “navigating the most significant advancement in experiential marketing since the internet was embraced in the late nineties.”