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Type: Article

Section: Retail > Brick and Mortar

Platforms like Amazon provide unmatched reach and convenience for early momentum.

From TikTok to Checkout, Viral Beauty Brands Are Transforming the Market

From 2023 to 2025, Amazon’s share of spend among viral beauty shoppers is projected to grow from under 70% to over 75%, while traditional retailers like Ulta and Sephora experience a gradual decline.

By optimizing packaging decisions and manufacturing, The Rootist managed to drastically grow its serum's size without passing costs to shoppers.

The Rootist is Relaunching a Serum at Sephora with 80% More Product—and No Price Increase. Here’s How.

The Rootist prioritized delivering more value to its loyal users by increasing the product size without passing on additional costs.

NielsenIQ data shows that Gen Z is prone to shopping at Sephora, Ulta, Target and TikTok, but not at department stores, while millennials tend toward Sephora, Target and Amazon.

TikTok & Amazon Are Rapidly Reshaping Beauty Retail. Brands Need to Be Ready.

Within specialty stores, Ulta has been hit by growth at Sephora, including its Kohl’s shop-in-shops, per NielsenIQ data.

Three of the top 10 most cited confidence boosters are hair related, including good hair days and new hairstyles, as well as successful covering of gray hairs.

Hair Care 2025: Scalp Health & Category Blur

Pro and pro-inspired hair care is increasingly going mainstream. Salon-grade brands now make up about 10% of Target's hair assortment, while Sephora offers more than 1,000 products from professional and salon brands.

Influencer speaking to phone with ring light.

These Are the Top 15 TikTok Shops in Beauty

Revenue trends, top-selling products and more are revealed in Charm.IO's latest report.

'For a subjective claim such as 'my skin felt smoother and more moisturized,' a well-conducted consumer survey can suffice as substantiation,' says Jennifer Santos of NAD.

What Beauty Brands & Influencers Need to Know about Truth in Marketing

The rise of platforms such as TikTok, Instagram, and YouTube bred a new form of advertising—dominated by influencers—that is more visual, engaging, seemingly organic and influential in a consumer’s beauty decisions. Here's what that means for brands.

Everyone Wants to Be Omnichannel: Here’s How to Succeed

Beauty brands need to ask themselves key questions and ensure they’re ready to go on-shelf amid shifting market realities.

According to NielsenIQ data, the categories with the largest U.S. in-store growth were candles/fragrance oils, fragrances and deodorant, while online growth leaders were slightly reshuffled, led by deodorant, candles/fragrance and hair care.

Beauty Retail 2024 & Beyond: Shoppers, Inflation & Promotions

According to Circana’s Larissa Jensen, promotion in mass and prestige beauty is relatively low compared to accessories, footwear and apparel.

As digital natives unaware of a life without swiping and interfaces, Generation Alpha views virtual and real experiences as interchangeable—putting pressure on marketers to ensure that virtual experiences are as cutting-edge yet genuine as possible.

Now is the Time to Market Beauty to Generation Alpha

This young, tech-savvy demographic wields brand influence and purchasing power that beauty brands need to tap into sooner rather than later.

Getting a product in-store is a major milestone.

5 Steps to Conducting a Retail Store Audit

Guaranteeing your product’s success on the shelf.

U.S. prestige beauty purchases in Q1 2021 reveal a resurgence in non-home-centric behaviors.

[update] US Prestige Beauty Q1 2021: NPD

"The positive news is that fragrance, skin care, and hair posted growth against 2019, a more accurate representation of industry sales."

Merchandise financial planning is the starting point for the retail planning process.

Cosmetic Retail Planning in the New Normal

Beauty merchandise planners need to become more adaptive as consumers’ buying habits have shifted during the pandemic.

Beauty Collection has locations in West Hollywood, Malibu and Marina Del Rey.

Q&A: Wellness is Booming at Beauty Collection

What’s trending at the high-end beauty retailer.

During lockdown, consumers started to seek out familiar at-home self-care routines.

What Recovery Looks Like

How 6 companies are navigating the road to recovery.

Safety precautions are a must during the pandemic and will change the future of global retail.

8 Beauty Retail Predictions Post-coronavirus

The pandemic’s lasting impact on stores and shoppers.

Closed shops in Miami; early data is mixed on consumer interest in returning to shops.

If We Open, Will they Come?

Cowen research “found a ‘general lack of confidence among consumers in returning to key business industries,’ including retail.”

The Many “Drybars of…”

Drybar’s innovative business model is disrupting the beauty industry and changing the way consumers receive facials, makeup services and massages.

Today, many founders are raising significant money pre-revenue, which has led to a generation of founders starting out with significant outside capital backing virtually from the start.

Creating the Next Generation of Indie Brands

Building the next next big things.

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