How Six Industry Shifts Will Reshape Beauty Retail in 2027

Six patterns appeared repeatedly. Some are already visible at scale; others are early tests. Together, they point to an industry moving toward more selective physical assortments, broader digital access and a much stronger service layer. These are our six predictions for the shifts that will matter most to beauty brands in 2027.

1. Retailers Will Separate Physical Curation From Digital Range The next beauty assortment will not be identical across the store, retailer website and marketplace. Target Beauty Studio launched in more than 600 stores with over 1,600 products from 90 prestige, emerging and global brands.

Target Plus, meanwhile, gives the retailer a way to extend beauty and wellness online without requiring every item to earn permanent shelf space. In the UK, Sephora and Marks & Spencer plan to combine specialist beauty shops in 100 M&S locations with a broader online selection in 2027. Target Plus shopping experience.

Image: Target. Source: RETAILBOSS’s Target beauty strategy analysis. Our prediction: more retailers will use a three-level assortment model: a tightly edited physical offer, a wider owned ecommerce range and a curated marketplace for testing or extending…