On-line procuring could dominate the dialog, however with regards to shopping for skincare in individual, magnificence lovers nonetheless have their go-to locations—and the numbers inform an fascinating story. We requested 600+ NewBeauty readers* the place they usually store for skincare in individual, and two names clearly lead the pack.
Sephora takes the highest spot with 64 p.c of respondents designating it their go-to spot for in-person procuring, whereas Ulta follows intently behind with 59 p.c. Malls nonetheless maintain their floor with 31 p.c, and Goal isn’t far behind at 26 p.c. Drugstores like CVS and Walgreens account for 19 p.c of respondents, whereas specialty pores and skin retailers and those that don’t buy in individual every accounted for 13 p.c.
Whereas status magnificence retailers are nonetheless the go-to for many consumers, convenience-driven choices like Goal and drugstores stay sturdy contenders, particularly for fast grabs and budget-friendly buys.
Once we requested readers the place they’d be most certainly to buy particular merchandise, the outcomes acquired much more fascinating. Sephora dominates moisturizers, with 44 p.c of responses, whereas Ulta leads for cleansers at 34 p.c. For serums, “Different” retailers—assume malls or model boutiques—take the crown with 41 p.c, suggesting that consumers could choose extra customized or luxurious experiences for high-performance merchandise. Face mists? Sephora wins once more with 38 p.c, reinforcing its status because the vacation spot for trend-driven magnificence.
The takeaway: Whereas on-line procuring continues to develop, in-person magnificence procuring is way from useless. Sephora and Ulta stay the heavyweights, however the knowledge exhibits that consumers are strategic, selecting totally different retailers for various classes. Whether or not it’s the attract of swatching in-store, the moment gratification of strolling out with a bag, or the customized recommendation from magnificence specialists, brick-and-mortar nonetheless issues.
*Supply: BeautyEngine Superior Analysis, 2025
