Title: Beauty Retailers Like Sephora and Ulta Grapple with Influx of Younger Customers
Impelled by TikTok and social media, teenagers and even preadolescents are increasingly turning to high-end beauty products, posing both opportunities and challenges for retailers like Sephora and Ulta.
According to retail analysts, the surge in younger customers presents a mixed blessing for beauty stores, as they must balance catering to this new generation while ensuring the experience remains fulfilling for their older, core customers.
While Sephora has emerged as the favorite beauty retailer among teenagers in the United States, some dermatologists are questioning the necessity of high-end skincare and makeup products for young customers. They warn that sensitive skin at a young age may be prone to irritation from certain ingredients and complex skincare routines.
As younger shoppers flood their stores, Sephora and Ulta are taking steps to educate and guide these customers on the best skincare solutions for their needs. Sephora’s incoming chief executive, Artemis Patrick, emphasized the importance of educating younger consumers on what’s right for their skin.
Despite the influx of younger shoppers, Sephora has maintained double-digit growth in its e-commerce business, with increased foot traffic in retail stores attributed to TikTok and advertising efforts. The beauty retailer has also expanded its footprint by partnering with department-store chain Kohl’s, generating significant revenue in 2023.
While the attention on Generation Z’s beauty interests is growing, Patrick noted that youth fascination with beauty products is nothing new, citing her own experience with MAC Cosmetics in the 1990s. She emphasized that younger generations have always been intrigued by beauty products, with her own daughter showing interest in skincare at a young age.
In conclusion, the evolving landscape of beauty retailing is seeing a shift towards younger customers seeking high-end products, prompting retailers like Sephora and Ulta to adapt and educate this new generation while maintaining their core customer base.
