Beauty’s retail landscape is shifting as cosmetics brands seek out alternative routes to reach customers both old and new.
Shelves at specialist beauty retailers are becoming increasingly overcrowded, leading cosmetics brands to look beyond these tried-and-tested spaces to fashion-led stores instead, all in an effort to find new audiences, build cultural relevance and drive consumer discovery.
From US fashion chain Anthropologie stocking emerging skin care labels such as Saint Crewe and ESW Beauty, to clothing specialist Urban Outfitters deepening its partnership with Brazilian-inspired body care brand Sol de Janeiro, fashion retailers are now becoming increasingly important players in beauty distribution.
Meanwhile, Gap Inc. has shown an ambitious approach to the category via new beauty investments tied to its brands, including Gap and Old Navy, underlining how attractive the sector has become for apparel-led businesses seeking growth beyond fashion.
For retail expert Wizz Selvey, this shift reflects a wider evolution seen in consumer behaviour, noting how beauty brands are becoming increasingly drawn to the curated elements seen within fashion retail.
“Traditional beauty retail is incredibly crowded, with many brands competing side by side,” she explains.
“Customers are often shopping by category or specific need.
“Fashion retailers, by contrast, tend to offer a more edited selection of beauty brands, giving each one [a] greater opportunity to stand out.”
Is beauty retail too oversaturated now?
The visibility challenge for beauty brands is only becoming more intense as beauty retail chains expand their offerings at a rapid pace.
The likes of Sephora, Ulta Beauty and Boots are not only competing with each other, but also face competition from multi-category retailers who have invested heavily in beauty in recent years.
“The result is hundreds of brands sitting side by side, often communicating very similar messages,” explains Selvey.
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“For emerging brands, this makes cutting through significantly harder unless they have a clear point of difference, a strong brand identity and meaningful marketing investment.
“Without that, there is a real risk of becoming invisible on the shelf.”
Fashion retailers offer beauty brands something specialist stores have long tried to achieve but struggled to repli
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