Beautycounter is bringing the brick-and-mortar store to virtual consumers, one livestream at a time, starting with its first uniquely equipped location in Los Angeles. Marrying technology with in-person shopping, Beautycounter consultants, staff, and other influencers can send content live in-studio and demonstrate store products to online viewers. According to an Adweek interview with CEO and Founder Gregg Renfrew, she wanted to build a community that brought together shoppers and would be just as relevant after the COVID-19 era as during. The company is not alone. According to Gartner, retail through livestream was a $60 billion industry.