Going it alone: How beauty brands are welcoming in a new era of retail

More and more beauty brands are prioritising standalone flagship stores over department store concessions to create a 'sweet shop effect' and shoppers are hooked


Are beauty boutiques today’s answer to the sweet shops of our childhood? It certainly seems to look that way.

Like kids in a candy store, today more consumers are flocking to standalone and specialist beauty shops than ever before and it’s no coincidence. In 2017, there was a sharp uprise in flagship stores openings, including Tom Ford, L’Occitaine and Aesop, not to mention a host of retailers dedicated solely to beauty, such as MMUK and Indulge.

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