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.
What’s in Store for Self-Storage?
Nike + lululemon Update: Strong Performance Amid Expansion Plans
Many Ways to Win: Midwest Grocery Deep Dive
Retail, Reinvented: The Rise of the Pop-Up Shop
Navigating a New Normal in Business Travel & Commutes Office Index: February 2023 Recap
Retail Categories Staying Strong in Volatile Environment
Ulta Beauty: Poised for Success into 2023 Mall Index February 2023: Reasons for Continued Optimism
Catching Up With DICK’s & Hibbett
The Miami-Dade Arena: An Advertising Slam Dunk
Car Washes Revving Up Visits
Tuesday Morning and Sunrises in Home Furnishing
Dining & Valentine’s Day Recap
2023: The Year of the Discount Store
Aldi’s Success Highlights Growing Demand for Value Groceries
5 Retail & Service Categories Holding onto Pandemic Gains in 2023
Visitor Insights from Super Bowl 2023
2023 First Look: Home Improvement Update
How Are Target, Walmart, and Wholesale Clubs Faring in 2023?
Department Store Deep-Dive: Nordstrom
Off-Price: Taking Off in Uncertain Times
Checking in On Middle-Class Hubs
Who Attends the Super Bowl? Office Index: January 2023 Recap
Focusing On Fitness: Q4 and January Recap Mall Index: January 2023 – Returning Mall Normalcy?
Location Intelligence Insights Into Concert Attendance
Winning Dining Strategies for 2023
In-N-Out Burger: What to Expect as the Brand Moves East
Location Intelligence Breakdown: Coffee Caps-Off 2022
Digitally Native Brands Lean Into Brick & Mortar
Washington, D.C. Population Changes & Migration Trends
A Location Intelligence Perspective on Macy’s Rightsizing
Amazon-Powered Shopping: The Future of Brick-and-Mortar Grocery?
Cold Weather, Hot Visits: Diving into Winter Resorts
Wawa and 7-Eleven: Leaning Into the “Slurpee Effect”
2022 and Beyond: Catching Up With McDonald’s & Chipotle
Let’s Have Some Fun! Going Out Is In’s Q4 2022 Quarterly Index Adds Industry Executives to Leadership Team To Drive Company's Next Phase of Growth
5 Emerging Retail Formats: 2023’s Brick-and-Mortar Evolution
Grocery Update: Zooming in on the Lone Star State
2022 Office Recap: The Year of the TGIF Work Week
What Lies Ahead for Brick-and-Mortar Luxury in 2023 Mall Indexes: December 2022 Recap
Looking Back on 2022’s Holiday Shopping Season
Post-Pandemic Migration Trends in New York
Top Retailers for 2023
The Live Sports Advertising Opportunity
Domestic Migration to the Mountain States: Small Shifts with Big Implications
New Year, New Food: 5 Dining Trends For 2023
This is Why Shop-in-Shops Are Everywhere
Super Saturday 2022 Recap
The San Francisco Shift
Grocery Year-End Update: Publix in the Spotlight
Three Ways Retailers Can Think Small to Increase Store Impact
Offline Beauty Is on an Upswing
The Evolving Migration Patterns of New York’s Florida Snowbirds Office Index: November 2022 Recap
How Viral Social Media Trends Can Drive Offline Engagement
Are You Ready for Some Football? Experiential Marketing Shows Promise
Mall and Shopping Center Trends For 2023
Retail Corridors and Indoor Malls: A Holiday Head-to-Head
Placer Bytes: Nike, lululemon, and GameStop Update Mall Indexes: November 2022 Update
Black Friday 2022: Consumers Hear the Call
Digitally Native Brands: Taking Off, Offline
Discount and Dollar Stores Leading the Pack
Turkey Wednesday 2022
Retail’s Evolving Holiday Season
Placer Bytes: Starbucks and Department Stores Ahead of Black Friday
Ulta: A Force to be Reckoned With
College Towns Drive Dining Growth
Foot Traffic Trends Reveal Consumers Ready for Holiday Cheer
How Retailers Can Win Big By Going Small
How Are Consumers Feeling Ahead of Black Friday 2022?
Off-Price, Hibbett, and Dick’s Pre-Holiday Check-in
Ho, Ho, Wholesale: Costco, Sam’s Club, and BJ’s
October 2022’s Retail Rebound
Target and Walmart Ahead of the Holidays
Home Improvement: Leave it to the Pros
Despite Inflation, Holiday Season is Off to a Good Start Office Index: October 2022 Recap Mall Indexes- October 2022 Update
Americans Double Down on Fitness
The State of Grocery
CVS and Walgreens: The Wave Continues
Coffee Chains Brewing Up Visits Spotlight: Pizza Players
What Drove COVID-Era Urban Migration Trends?
Kroger and Albertsons: A Merging of Strengths
Texas Roadhouse Innovations Dishing Up Success
Holidays on the Horizon: Mid-Range and Luxury Shopping
McDonald's and Chipotle's Post-Pandemic Success
Announcing’s Q3 2022 Quarterly Index
5 Hot Restaurant Brands for 2023
Target Finds a Winning Deals Day Formula
Five Trends to Watch for 2022’s Holiday Shopping Season