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The Iconic’s considered approach to taking on the online beauty industry

The Iconic Napoleon Perdis cosmetics
Napoleon Perdis is one of the big name brands joining The Iconic Beauty. Image: Supplied.
In a year that turned the beauty industry on its head, omnichannel retailers like Sephora and Mecca, and online players such as Adore Beauty have reaped the rewards of the beauty e-commerce boom, and there’s no sign of a slowdown. Revenue in Australia’s online perfume and cosmetics sales industry is forecast to increase by 7.6 per cent in 2020-21, according to Ibisworld. Now, The Iconic is accelerating its push into the beauty category across Australia and New Zealand in a bid to meet the in