Personalization has always played a significant role in the beauty and cosmetics industry. Traditionally, when you go to an offline store or retailer, beauty assistants often greet you warmly, try to understand what you are looking for and recommend products. These associates consider which products best suit your needs based on their training, experiences and possibly some monetary incentives if they could earn commission from it. This pattern has its own advantage – consumers feel cared for and they get to try products before they buy, which can spark engagement, trust and sales.