With the rise of e-commerce, high street beauty retailers are under increasing pressure as they look to boost footfall and entice shoppers in-store.
But consumers continue to be among their harshest critics, expecting more experience and convenience, for their time.
In-store personalisation, digital displays, Instagram walls and expert consultations have become the norm in most beauty shops across the UK capital.
But that’s not to play down the importance of the basic retail rulebook, which prioritises customer service and an intuitive shopper journey.
Here, Cosmetics Business crunches the numbers to find out which beauty stores are outperforming their competitors – and those that need to up their game.