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.
Coffee Chains: Q1 2024 Update and What’s Changed Since COVID
Checking in with RBI and YUM!
Chipotle & McDonald's Serving Up Success
Wingstop & Shake Shack Continue Growing Their Reach 
Strong Start for Sprouts in 2024
Crocs’ Footwear Fairytale
Who Attends NCAA Final Four Events?
Eclipse Fever: How Did the (Retail and Hospitality) Stars Align?
Exploring Albertsons Companies’ Grocery Growth Mall Index: March 2024 Recap – Malls Rise Again Office Index: March 2024 Recap
Florida Spring Break Break-Up? Travelers Still Love Florida!
Provo-Orem and Ogden-Clearfield Emerging As Utah Hotspots 
Three Formulas for Experiential Retail in 2024
Aldi & Lidl Making The Cut
Texas Suburbs on the Rise
Exploring Luxury Hotel Brands’ Guest Segmentation
The St. Patrick’s Day Effect
How Can JOANN Make a Comeback?
Panera Bread Well Positioned for Possible IPO
Who Will Benefit From Family Dollar’s Downsizing?
Dave & Buster’s and Main Event Entertainment: Food and Fun for Everyone
Darden Brands: Location Analytics and Consumer Behavior
Nike and lululemon: a Strong 2023, Sprinting into 2024
Where Is Retail and Dining Foot Traffic Thriving in Early 2024? White Paper Recap – February 2024
Three Retail & Dining Chains That May Surprise in 2024
Specialty Discount Chains Rock Retail Therapy Mall Index: February 2024 Office Index: February 2024 Recap
Ulta Beauty Continues To Shine
First Watch Sails Into 2024
Hibbett Sports and DICK’S Sporting Goods: A Psychographic Analysis
Checking in With Discount & Dollar Stores
Peeking Behind The Curtain: Movie Theaters in 2023 and Beyond
Diving Into Brick-and-Mortar Eyewear
Getting Into Gear: Exploring The Auto Part Industry
Recapping Valentine’s Day 2024 Foot Traffic Trends
Fitness: A Strong Start to 2024
Dutch Bros. Continues To Percolate Visits
Super Bowl 2024:’s Postgame Foot Traffic Analysis
CAVA & sweetgreen Are On the Rise
Hats Off For Off-Price
Who Is Shopping at Malls?
Drilling Down Into Home Improvement
Walmart, Target, Costco & Superstore Space 2023 Recap
Catching Up With Shake Shack and Wingstop
Something To Chew On: Demographic Shifts at Steakhouse Chains Office Index: Looking Back at 2023
Recapping RBI & Yum! Brands’ 2023 Foot Traffic Performance White Paper Recap – January 2024
Who Shops at Anthropologie and Urban Outfitters?
Three Taco Chains to Watch in 2024
Starbucks and Dunkin’: 2023 in Four Data Points
Who Visits CVS and Walgreens?
Fashionably Frugal: Apparel in 2023
Catching Up With Fast Food
The Grocery Sector in 2023: An End-of-Year Recap
3 Mall & Shopping Center Trends for 2024
Bakery Chains Rising To The Top and Esri Partner to Deliver Geospatial Analytics
Tampa Tourism Trends
Going For The Green: The Changing Dynamics Of Country Clubs
Christmas Day Dining Recap
Major Urban Shopping Districts – Holiday Season Recap Office Index: December 2023 Recap
Recapping the 2023 Holiday Shopping Season White Paper Recap – December 2023
7 Retail & Dining Segments to Watch in 2024
Diving Into Holiday Season Favorites
Super Saturday and Christmas Eve Eve: A Winning Combination
3 Budget Grocery Chains Finishing 2023 On a High Note
Making It In America: International Chicken Chains Bring The Heat
Domestic Tourism at a Glance: A Q3 2023 Roundup
Five Pizza Chains On The Rise
Jewelry Brands Taking Advantage of the DTC Opportunity
Secondhand News: Kids' Thrift Shops
Recapping 2023’s Dining M&As
MetLife Stadium Kicks Off Football Season Office Index: November 2023 Recap
Small Coffee Chains Brewing Big Success White Paper Recap – November 2023
Thanksgiving Travel 2023 Recap
Checking in With Nike and Lululemon
Black Friday 2023 Retail Recap
Starbucks’ 2023 Holiday Menu & Red Cup Day Performance
Turkey Wednesday 2023
Who Attended the 2023 Pickleball Championship? 
Three Surprising Holiday Shopping Trends
What’s in Store for Ulta Beauty This Holiday Season?
Best Buy and Department Stores: A Holiday Deep Dive
Discount & Dollar Stores: Strength Toward The End of the Year
The State of Off-Price Retail: Discounts Seal The Deal
Placer Mall Index Recap: October 2023 Office Index: October 2023 Recap
Retail Corridors Ahead of the 2023 Holiday Season
California, Here Gap Comes
Checking in With Home Improvement
Getting Into the Glasses Game: Warby Parker Takes Over
Fitness Positioned for a Strong 2023 Finish