Prestige beauty sales in the U.K. are on the rise, attracting new brands and retailers looking to claim their share of the winnings. Pure-play retailers are gaining consumers through aggressive search strategies and by primarily distributing indie brands. To combat these newcomers, established brands are focusing investments across digital touchpoints. The fifth annual Gartner L2 Digital IQ Index: Beauty U.K. benchmarks the digital performance of 83 brands. Benchmarked categories include color cosmetics, skincare, fragrance and nails.