GB: US-based Merit Beauty to enter UK with a D2C website - Do Britons buy beauty products online?

American ‘minimalist’ beauty brand, Merit Beauty, is launching in the UK later this month on 22 February 2023. Founded in 2021, the brand’s UK launch will initially be online only through a direct-to-consumer website. Consumers will be able to shop all of the brand’s curated products, individually priced between £26 and £40.

But where do Britons prefer shopping for beauty products - online or offline? 

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 45% of Britons tend to make most of their health and beauty purchases offline. 

While 18% of consumers in Britain prefer buying health and beauty products online, 19% are evenly split between online and offline channels. 

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for GB is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles. 

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