Amid what was feared to be a “retail apocalypse” during the last several years, beauty remained a bright spot in part due to a swarm of new market entrants and product innovations in the color cosmetics category. While innovation in color cosmetics brought short-term gains, consumer preferences are shifting. Both traffic to color cosmetics brand sites and the search volumes for category keywords have declined, forcing legacy brands to identify pockets of growth. In the place of waning consumer interest in color cosmetics, skin care has skyrocketed. Brands are trying to secure a piece of the pie yet face increasing competition from smaller indie brands on core retailer websites.