The U.K. beauty market is thriving. Unlike in France, Index brands in the U.K. do not have to contend with a large cohort of locally dominant brands. While this helps to level the playing field among Index brands, it also creates space for disruptors. Among retailers, Superdrug has found its niche with indie brands, while Boots is diversifying its portfolio to regain market share. Index brands must monitor retailer developments closely this year to ensure their partnerships earn the best value for their digital investments.