A new age of the beauty industry has arrived and I believe that it is just the start towards a completely new landscape within a decade. The sea change movement to natural cosmetics similar to the food industry as consumers are becoming more aware of affects on health and environment. The change in media with the social media reducing the ROI of mainstream advertising and giving power to create individual share of voice to smaller brands and last but not least the rise of ecommerce at the cost of brick and mortar retail.