Now Featured at Beauty Stores: Teens Driven by Social Media

Younger customers, particularly teenagers and preadolescents influenced by platforms like TikTok, are reshaping the beauty retail landscape for stores like Sephora and Ulta. While attracting a new demographic, retailers must balance catering to this younger audience while ensuring the shopping experience remains appealing to their core, older customers. Retail analysts emphasize the importance of maintaining a fulfilling experience for all generations to sustain success. A survey by Piper Sandler revealed that teenagers in the U.S. favor Sephora over Ulta as their preferred beauty retailer, with increased spending on cosmetics, skincare, and fragrance in recent years.