Department stores in the United States are changing how they sell beauty products as online shopping and social media influence customer choices. Many shoppers now learn about makeup and skincare through videos, AI tools, and online reviews instead of speaking with store staff. This shift has reduced the authority of department stores as beauty leaders. Retail experts say competition has become more intense as companies fight for a share of the $129 billion beauty and personal care market. The holiday season is especially significant, making retailers eager to attract shoppers back into stores.

To respond, companies are adding new services and technology to create a more engaging experience. Macy’s and Nordstrom have renovated beauty areas to include virtual reality, robotic services, and comfortable seating. These changes aim to encourage customers to spend more time in stores. However, online sellers continue to grow faster. TikTok Shop has become a major platform for beauty sales, while Amazon leads online purchases. Market researchers note that department stores still struggle with low online market share. Even so, retail leaders believe combining digital tools with physical experiences may help stores remain competitive. While it is unclear if these efforts will fully reverse declining sales, experts agree that adapting to changing customer habits is necessary for survival.