beauty industry is growing at 5 percent per year globally, but the real change is how beauty enthusiasts hope to look. According to Taylor et al. (2018, p.379), there is an inversion of influence being experienced considering in the past many who sought beauty had aspirations of looking like celebrities and models. In recent years, the influence has moved from celebrities and models to social media, where women can be inspired by beautiful women of all sizes and shapes. Also, competitive pressure is playing out with beauty and fashion categories being shaken up by a new transparent, collaborative and real brands such as The Ordinary and Glossier (Taylor et al. 2018, p.385). Some of the traditional brands that fear to lose a substantial market share are forced to adapt and change to survive in the new consumer-led world.