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As Beauty Brands Shutter Stores In China, Can The Metaverse Offer A Second Chance?

Maybelline is closing 14 standalone stores in China and prioritizing digital expansion. Can the metaverse offer struggling beauty labels a road to revival?

As Beauty Brands Shutter Stores In China, Can The Metaverse Offer A Second Chance?
Maybelline is closing 14 standalone stores in China nearing the end of their contract and prioritizing digital expansion. Can the metaverse offer struggling beauty labels a road to revival? Photo: Maybelline

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