From giving shoppers a chance to disconnect from the virtual world to making them feel better in the real one, physical beauty retail is reimagining its future
Bricks-and-mortar beauty shopping is back and thriving. 2022 has seen scores of beauty-specific stores open, with pop-ups aplenty, a spike in standalones and a procession of concessions.
Among the latest openings are Battersea Power Station’s bevy of new beauty stores, including a new flagship format from Space NK featuring expertise pods for skin care consultations.
Dior has staged a whole-store takeover at Harrods, complete with two dedicated beauty settings, and Harry Styles’ Pleasing has launched holiday-themed pop-ups in London, New York and Los Angeles.
This year has also seen Ulta Beauty in the US open hundreds of mini shops in Target and JCPenney expand its inclusive beauty offering with Thirteen Lune to more than 600 stores.
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