Early Makeup Shopping: Historically, makeup shopping was exclusively an in-store activity. People visited brick-and-mortar cosmetic stores, department stores, and pharmacies to browse, test, and purchase makeup products. 

Limited Selection: In physical stores, consumers can access a limited selection of brands and products. The store's physical space and inventory determined the availability of shades and types of makeup. 

Personal Assistance: In-store shopping allowed customers to receive assistance from makeup artists and sales associates who could provide recommendations, makeup application tips, and colour-matching services. 

Immediate Gratification: Shoppers could enjoy immediate product gratification, taking their chosen items home on the same day. 

E-commerce Boom: The rise of the internet and e-commerce platforms brought a significant shift in makeup shopping and buying beauty products online. Retailers recognized the potential of online sales and started establishing their digital presence. 

More comprehensive Product Range: Beauty products online shopping expanded makeup products and brands. Customers could now access a global marketplace, finding niche and international brands previously unavailable in their local stores. 

Convenience: Online makeup shopping offers unparalleled convenience. Shoppers could browse and purchase products 24/7 from the comfort of their homes. It especially appealed to those with busy schedules or limited access to physical stores. 

Reviews and Tutorials: Online platforms provided a space for customer reviews, ratings, and user-generated content, such as makeup tutorials and product demonstrations. It allowed consumers to make informed decisions based on the experiences of others. 

Customization: Many online retailers offered tools for virtual makeup try-ons and colour-matching algorithms, helping customers choose products that best suited their skin tone and preferences. 

Subscription Services: Subscription boxes and services emerged, allowing customers to receive curated makeup products regularly, introducing them to new brands and trends. 

Inability to Test Products: One of the main challenges of online makeup shopping is the need for physical test products before purchasing. It can lead to issues with colour matching and product satisfaction. 

Counterfeit Products: The online marketplace has also seen counterfeit makeup products' proliferation, raising concerns about product safety and authenticity. 

Returns and Exchanges: Returning or exchanging makeup products purchased online can be more complicated than in-store transactions due to shipping costs and hygiene concerns. 

Augmented Reality (AR) and Virtual Try-Ons: AR technology for virtual makeup try-ons continues to improve, allowing customers to visualize how products will look on their skin before purchasing. 

Sustainability and Ethical Shopping: Consumers are increasingly interested in sustainable and ethically sourced makeup products online, which may influence the future of makeup shopping. 

Personalization: Retailers will likely continue investing in data-driven personalization, offering tailored product recommendations based on individual preferences and skin types. 

Omnichannel Shopping: The distinction between online and in-store shopping may blur further as retailers strive to provide seamless omnichannel experiences, allowing customers to shop in the most convenient manner.