A look at what's inside
Beauty retail isn’t what it used to be. Our findings illuminate how retailers can effectively navigate beauty’s new normal.
Three Defining Forces Reshaping the Industry
Our research found three macro forces reshaping today’s beauty retail experience: The Influencer and Dupe Era, Longevity-Driven Beauty, and Mindful Minimalism Movement.
%
have become more value conscious when buying beauty products
%
read beauty labels carefully
%
of Gen Z and Millennials purchase directly through TikTok and influencer links
%
think beauty product shopping is overwhelming
Designing Experiences That Create Confidence
What all shoppers agree on is that beauty retail’s superpower isn’t convenience. It’s confidence that combines clarity, choice, and calm.
%
it’s important it's clear where everything is
%
it’s important the store feels calm, not stressful or chaotic
%
it’s important to be able to find what they need without help
Key Consumer Segments
Label Luminaries + Timeless Tacticians
Representing 31% of beauty shoppers, these consumers still prefer to make final purchase decisions in-store, despite feeling increasingly disconnected from the retail experience.
Favorite Brands:
Missed Part One of our Beauty Report? Explore the first round of insights here and get up to speed.
Our latest research surveyed over 1,600 beauty shoppers in the United States to reveal how key macro trends are redefining customer expectations and behaviors.
We are an experience agency
At ChangeUp, we create brand-led experiences through thought-provoking strategy, design, environments, and architecture. We believe change is not a risk, it’s the answer.