Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a account? Log In

Beauty Recap

Shira Petrack
November 30, 2021
Beauty Recap

Offline beauty visits came roaring back as restrictions on brick and mortar retail began to lift in spring 2021. Since then, foot traffic has remained impressively strong. As the sector heads into a critical holiday season, we dove into the data for Ulta, Sephora, and Sally Beauty to find out how the leading beauty retailers are performing in their owned stores and in their new collaborations with Target and Kohl’s. 

Visits Significantly Higher Than in 2019 

Brick and mortar beauty stores suffered a double blow over the pandemic. In-store shopping accounted for over 80% of beauty-product purchases before the pandemic, which took a hit as non-essential businesses closed and consumers could no longer go to stores to discover new products. And since everyone was mostly at home – or wearing masks when out and about – the demand for makeup plummeted

Now, the pent-up demand is leading to soaring foot traffic. Consumers who were waiting to experience a product’s scent, texture, and packaging before purchasing – or just waiting for a reason to primp again – have been visiting leading beauty retailers significantly more often than they did in 2019. Even in October, which is not a typically strong month for retailers in general, year-over-two-year visits were up by 17.3%, 36.5%, and 19.0% for Ulta Beauty, Sephora, and Sally Beauty, respectively.

Looking at weekly visits confirms that the year-over-two-year rise in beauty visits shows no sign of slowing down, with visits for the week of November 8th were up 20.6%, 49.2%, and 19.8% for Ulta, Sephora, and Sally, respectively. Of course, the increases should be seen in the context of relatively low October-November 2019 visits due to regular seasonality, which is absent this year as consumers and retailers extend the holiday shopping season. Still, the rise in visits is massive enough to indicate that the demand for offline beauty is significantly higher than it was in 2019, and that the leading beauty brands are extremely well positioned going into 2022.

Assessing Ulta at Target and Sephora at Kohl’s

Both Ulta and Sephora launched important collaborations this past August – Ulta with Target and Sephora with Kohl’s. We compared the overall visit trends at Target and Kohl’s with the visits for the Ulta at Target and Sephora at Kohl’s locations opened in August (excluding the shops-in-shop locations that were opened in September and beyond) to understand how these collaborations are affecting foot traffic at the host brand. 

Ulta at Target 

The first four Ulta shops-in-shop opened on August 6th, and the second batch of shops-in-shop opened towards the end of the month. Taking the first full week of July as a baseline, the graph below shows that the Ulta at Target collaboration appears to have yielded consistent increase in visits to Target locations with Ulta shops-in-shop. 

Overall Target visit trends and visit trends to the Target locations slated to receive Ulta shops-in-shop were in line with each other throughout July. In August, Target overall visit growth even outperformed growth at the future Ulta at Target locations. But beginning the week of August 23rd – the same week that the second batch of Ulta at Target shops opened – Ulta at Target locations began to pull ahead of Target nationwide in terms of visit growth, and stayed ahead through the beginning of November. 

Sephora at Kohl’s

Kohl’s beauty partnership has also boosted visits for the host brand. Using the visits for the week of July 5 through 11 as a baseline shows that visits in July through mid-August grew more for nationwide Kohl’s than for Kohl’s locations slated to receive Sephora shops-in-shop. But beginning mid-August, when the first Sephora shops-in-shops opened, visits to the Sephora at Kohl’s locations shot ahead, and foot traffic to Sephora at Kohl’s continued outperforming Kohl’s nationwide through early November.

And the levelling off of Ulta at Target and Sephora at Kohl’s visit growth in early November does not necessarily mean that the excitement around these collaborations has waned. Instead, given the early start of this year’s holiday season, it is likely that the holiday-shopping related surge in overall visits is outshining the increase in visits stemming from the beauty collaborations. 

What is clear, however, is the power of these collaborations to drive visit growth to stores in September and early October, a time that is not typically considered a strong retail season. As retailers continue to look for creative ways to reimagine the 21st century brick and mortar store, the rising trend of shops-in-shop seems to offer a lot of promise. 

Will beauty visits remain strong? Will the shops-in-shop locations continue to outperform the host brand’s nationwide locations? 
Visit to find out.

Get 3 brand & industry
breakdowns every week

Subscribe to the newsletter

Great! Prepare your inbox for data-driven insights...
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Free
Oops! Something went wrong while submitting the form.
4 Strategies Retailers are Using to Drive Traffic to Their Venues
5 Key Regional Grocery Players Impressing in 2023
Upscale Kitchenware Trending Up
Costco Finds More Room for Growth
Four C-Store Chains Making an A-Grade
National Parks + Outdoor Summer Activities
Diving Into Darden: Summer 2023 Update
The Summer Event Effect
Messi: Massive in Miami
Looking Back on Back to School 2023
The Anchor Recap: August 2023 Office Index: August 2023 Recap Mall Index: August 2023 Recap White Paper Recap: August 2023
Starbucks Pumpkin Spice Latte Strikes Again
Big Scoop: We All Scream For Ice Cream
Sports Away: Lululemon & Nike’s Momentum Continues
Summer Visits Heat Up For Recreation and Outdoor Gear Chains
No CSS overwrite - July 2023 Office Index Recap
Staging - August 2023 Mall Indec
Mid-Atlantic Grocery Deep Dive
Experiential Chains Heating Up This Summer
Petco Goes Big by Going Small
Ulta Beauty: Leading the Discretionary Pack
Discount and Dollar Chains Continue to Thrive
Summer of Sports: DICK’s Sporting Goods and Hibbett Sports
Off-Price: Succeeding Into Summer
The Anchor Recap: July 2023
Superstores Maintaining Pandemic Gains Amidst Economic Headwinds
2023: Home Improvement at the Halfway Point
July 2023 Office Index Recap Mall Index: July 2023 Recap
widget test
The Taylor Swift Visit Lift
Southwestern Grocery Dive
July 2023 White Paper Recap: Halfway Point Review & Quarterly Index
Yum! Brands: Driving Dining Visits
Slurpees and Summer Movies Stimulate Consumer Foot Traffic
Cool Beans: Summer Coffee Update
Checking In on Back to School 2023
Crocs and New Balance Tip The Scales
Burger Bliss: Shake Shack and In-N-Out Stacking Visits
Chipotle & McDonald's Continue to Reign Supreme
Vibenomics and Partner to Enhance Retail Media In-Store Measurement
California Grocers Here We Come!
Marriott’s Different Audiences
Bonchon and Kura Sushi Thrive in the Fast-Casual Scene
A Shoe In: Footwear Climbs to the Top
Cheers! Raising a Glass to Beverage Retail Office Index: June 2023 Recap Mall Index June 2023 Recap – A Turn of the Tide and a Dive into Open-Air Lifestyle Centers
Local Kitchens: Redefining the Restaurant
Unlocking Urban Insights: The Value in Manhattan’s Employees
Ohio State Parks On The Rise
How is Inflation Impacting the High-Income Shoppers?
Five Fast-Growing Dining Chains
What To Expect From Prime Day and July Sales Events in 2023
The State Of Fashion: How Are Apparel Retailers Faring in 2023?
2023’s Latest Dining Success Story: GEN Korean BBQ House
The NBA Finals: A Location Intelligence Perspective
Moving the Market: The Impact of Domestic Migration on Housing Costs
Post-Pandemic Museum Update
The Darden-est Things
The Enduring Demand for Urban and Suburban Retail
Leveraging Data to Evaluate the Impact of Municipal Investments
Trader Joe's Success Amidst Food Inflation and Changing Consumer Behavior Office Index: May 2023 Recap
Fitness at its Fittest: Staying Strong in 2023
Movie Theaters, Off-Price, and Home Improvement: May 2023 Recap Mall Index - May 2023 Recap
What’s Working for Bath & Body Works?
Why Are Specialty Grocers Thriving in 2023?
The CAVA Craze: A Location Intelligence Perspective on the Mediterranean Marvel
How Will Primark’s US Expansion Impact Target?
All Eyes on Eyewear
Northwestern U.S. Grocery Dive
Return of the Lunch: Salad Chains Are Thriving
Retail Media Networks – Off the Beaten Track
Bet Your Bottom Dollar: Discount and Dollar Stores Drive Foot Traffic
Ulta & Lululemon: Discretionary Spending On The Up
The Score After Q1: Sporting Goods Chains
Who Uses NYC Airports: Biting Into The Big Apple’s Main Transport Hubs
Off Price: Strength in The Face of Retail Challenges
Visits Improve for Home Improvement
Walmart, Target & Wholesalers in Q1 2023 – The Return of Mission-Driven Shopping?
Department Store Roundup: Q1 2023 Office Index: April 2023 Recap Mall Index, April 2023 – A Rebound on the Horizon?
How Will Bed Bath & Beyond’s Bankruptcy Impact the Retail Space?
Buffet Restaurants: Filling Up on Foot Traffic
Thrift Stores: Vintage Visits Drive New Age in Apparel
The Windy City: A Hub of Post-Pandemic Opportunity
Diving into Dining Traffic - Q1 2023
Bring On The Joe
A Dollar (or more) For Your Thoughts: Five Below and pOpshelf
Dining Out With The Cheesecake Factory
Retail Foot Traffic Recap – March 2023
Digging Into 2023: McDonald’s and Chipotle Update Office Index: March 2023 Recap
How Did Key Retail Categories Perform in Q1 2023?