Major players in the cosmetics stores market are strategically forging partnerships to widen their array of products and secure a competitive advantage. These collaborations among key industry participants serve to bolster their growth trajectory, amplify brand presence, and furnish consumers with a broader spectrum of products. These partnerships play a pivotal role in augmenting brand visibility, facilitating access to new customer segments, and facilitating market expansion into unexplored territories. For instance, in May 2023, Elizabeth Arden Inc., a US-based company specializing in cosmetics, skincare, and fragrances, joined forces with Obsess, a US-based experiential e-commerce platform, to unveil a virtual store. This virtual platform offers interactive features allowing users to engage in browsing, gaming, and shopping.