The Future of Luxury Beauty: Winning in the Age of Omnichannel, AI & Social Commerce (Mikael Brakker, Europe E-Commerce Channel & Amazon Director, Luxe Division at L'Oréal)

You’ve had quite the journey across beauty, FMCG, e-commerce, and omnichannel. Take us back a little how did your career evolve, and what eventually brought you to leading E-Commerce and Amazon across Europe for L’Oréal Luxe?

Luxury beauty is such an interesting category because the experience matters just as much as the product. How do you bring that sense of discovery, excitement, and luxury into an online environment while still driving performance?

You’re working across more than 27 European markets, which sounds exciting and probably a little complicated. What have you learned about scaling a big e-commerce strategy while still leaving room for what makes each market and consumer different?

Amazon, marketplaces, TikTok Shop, retail media—the commerce world keeps adding new places for brands to show up. Which areas are you most excited about right now, and where do you think brands sometimes get distracted by the next shiny object?

You’ve had a front-row seat to a huge transformation in how people discover and buy brands. Looking ahead, what excites you most about where commerce is going and what’s one thought, lesson, or piece of advice you’d love to leave our listeners with?