Economic advantages of using online platforms for booking and selling makeup services

Modern trends in digitalization encompass all sectors of the economy, shaping new models of business process organization and consumer interaction. In the service sector, particularly in the beauty industry, this phenomenon is of special relevance, as the competitiveness of professionals is increasingly determined not only by their skills but also by their ability to integrate digital tools into their practice. In this regard, special attention should be paid to the study of the economic advantages of using online platforms that combine the functions of promotion, communication, booking, and service sales. The purpose of this study is to substantiate the economic effects of using online platforms in the professional activities of makeup artists and to identify their impact on the efficiency of business organizations. To achieve this goal, methods of comparative analysis, economic generalization, and SWOT analysis were employed, enabling a systematic assessment of both the advantages and limitations of digital solutions in the service sector. The results confirmed that the use of online platforms reduces marketing and administrative costs, contributes to revenue growth through customer base expansion and the introduction of package offers, optimizes time resources by automating booking processes, and enables a new level of management through the availability of statistical and analytical tools. A comparison of traditional and digital models of makeup artists’ work demonstrated a significant difference in costs, profitability, and productivity in favor of the digital approach. The SWOT analysis revealed strengths (greater accessibility and reputational capital), weaknesses (dependence on digital infrastructure), opportunities (development of new forms of cooperation and entry into related markets), and threats (increasing competition and cyberrisks). The conclusions substantiate that online platforms are not only a tool for optimizing operational activities but also a strategic factor of economic resilience for small businesses in the beauty sector. Their use fosters the development of a new business model that integrates the creative and commercial aspects of the makeup artist’s profession, enhances competitiveness, and opens up prospects for long-term growth.