Department stores in the United States are changing how they sell beauty products. Many people now watch videos online to learn about makeup and skincare. Some shoppers use AI tools to find products. This change has reduced visits to beauty counters in stores. The beauty market is very large, so stores want customers to return, especially during holidays.

To help, stores are adding new services. Some stores use robots or virtual tools. These changes make shopping more comfortable and interesting. Experts say stores must adapt to new habits. Online shopping is still popular, but stores hope new ideas will help them stay open.