From online to in-person, the battle for consumer loyalty in the world of beauty retail is fiercer than ever. Our recent survey of over 1,700 NewBeauty readers has revealed some fascinating insights into where beauty enthusiasts are really spending their money, and what they’re buying. Ahead, where beauty enthusiasts shop for beauty right now.
Sephora and Ulta Beauty
The beauty retail landscape continues to be dominated by Sephora and Ulta Beauty. An overwhelming 85.6 percent of our respondents have purchased high-end skin care and beauty products from Sephora, while 76.4 percent have shopped at Ulta Beauty. These numbers underscore the enduring appeal of these beauty specialty retailers, known for their wide product ranges, loyalty programs and in-store experiences.
At Sephora, our readers are gravitating towards luxury brands like La Mer, SK-II, and Augustinus Bader. The ability to sample products in-store and receive personalized recommendations seems to be a significant draw for these high-end purchases.
Ulta Beauty, on the other hand, sees a mix of both prestige and drugstore brands in shoppers’ carts, with brands like Lancôme, Estée Lauder and Clinique being popular choices.
The Amazon Effect
However, Amazon is making significant inroads in the beauty market. 77.3 percent of respondents reported purchasing high-end skin care and beauty products from the e-commerce giant, placing it neck-and-neck with Ulta. Nordstrom comes in fourth (52.5 percent) and Macy’s fifth (46.9 percent).
On Amazon, our readers are more likely to purchase accessible luxury brands like Sunday Riley, SkinCeuticals and Elemis. The convenience factor plays a big role here, as highlighted by a 50-year-old reader who shared, “I find it easy to shop for beauty products on Amazon. It’s easy to find the products and the reviews. Bonus is that you can return things if necessary!”
Whether readers are shopping online or in store, one thing is certain: today’s beauty consumers are savvy, informed and not afraid to shop around for the best products and experiences.
