DIY treatments and a digital pivot — here's how the beauty industry coped with the coronavirus

Now the sector is also dealing with restrictions imposed after lockdowns, with customers unable to try out testers and limited numbers of people allowed in the stores that have been able to reopen.

But when lockdowns were introduced in the U.K. in March, Middleton switched up the online experience, sending out free samples, re-writing product descriptions and improving images to encourage people to buy online. That got existing customers back to her website, and the brand saw an uptick in people buying her products as "missing you" gifts with people unable to see each other.

Beauty entrepreneur Rebecca Saunders sells products from more than 50 brands via her website Seekology and had to close her London store in March. "Seekology has gone from a 99% physical retail business to one that is 100% online," she told CNBC in an email, and this has meant a "significant" challenge to sales. The store was the brand's main marketing channel, where Saunders held events, and she doesn't expect to be able to reopen for a few months at least.

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