Deciphering the shift: Exploring key factors influencing contemporary D2C beauty products buying preferences through online channel

This paper aims to explore major factors influencing consumer buying preferences towards D2C (Direct-to-consumer) beauty products through online channel in contemporary scenario. Consumers are increasingly switching onto digital platforms for more personalized, convenient and transparent beauty solutions. There is an unprecedented transformation and explosive growth across global beauty industry which is mainly triggered by the rise of Direct-to-consumer (D2C) brands that are pre-dominantly riding online shopping channels like never before. The lipstick effect during Covid-19 situation not only propelled it further by eating away share of traditional (offline) trade, but also resulted into a new diaspora of repeat D2C online consumers, even when the Covid-19 situation depleted. The modern, updated and technologically advanced consumers are increasingly turning on to digital route to satisfy their beauty needs, not only at developed economies but also across developing economies like India and hence, the necessity of understanding factors shaping contemporary buying trends for D2C beauty products is more critical than ever before. Existing research papers on varied international markets as well as Indian consumers were referred to extract more reliable and contemporary updates in form of secondary information uncovering key trends, preferences and forces driving digital-age buying decisions for D2C beauty range utilizing the e-commerce eco-system. Key factors influencing contemporary buying preferences include personalization, sustainability, digital engagement, transparency, education, convenience, authenticity, offerings, social proof, innovation and wellness trends. These factors primarily drive engagement with modern consumers in the online marketplace. Understanding the factors influencing consumer preferences will provide crucial direction to the researchers, institutions and professional marketers.