By  on January 5, 2018

Beauty has been slower than many other categories to embrace the mobile mentality, according to Maya Mikhailov, cofounder and chief marketing officer of GPShopper.

“With the exception of Sephora, beauty has been a laggard in the mobile curve,” she said. That’s about to change, according to Mikhailov. Maximizing mobile is a component of three trends she identified that will impact beauty retailers in 2018:

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