The cosmetics industry is experiencing significant changes driven by the rise of smaller brands, influencer impact, and consumer demand for personalized products, with companies like Black Opal exemplifying success in this evolving landscape. Data plays a crucial role in helping beauty companies stay competitive by enabling real-time product pricing strategies, understanding consumer preferences for environmentally friendly and cruelty-free products, and analyzing social media influencer trends. The use of data analytics, as seen with Alibaba's Tmall Innovation Center and Singaporean startup Alcheme, has allowed companies to develop new products and marketing strategies based on consumer engagement and feedback. As the industry continues to evolve, leveraging data to identify new target audiences and develop tailored product lines is essential for brands to remain relevant and competitive against market disruptors.