New data reveals what beauty shoppers really want from stores. The beauty retail landscape is experiencing a significant transformation, and according to new research from ChangeUp, retailers may not be delivering what customers genuinely desire. A survey of over 1,600 U.S. beauty shoppers reveals a substantial disconnect between industry priorities and consumer needs, with 92% of shoppers reporting they crave more clarity and control from their beauty retail experiences.
The Great Disconnect in Beauty Retail
Released as Part Two of ChangeUp’s Beauty Report Series, “Navigating Beauty Retail’s New Normal”, this study by the award-winning experience agency illustrates a major gap between what the beauty industry assumes customers want and what they actually seek. The findings show retailers have been chasing the loudest market signals while missing some of their most valuable customers.
Lynn Gonsior, COO at ChangeUp, said: “Today’s beauty customers still rely on physical retail, yet feel increasingly alienated by environments that don’t reflect their needs.”
Her words capture the core challenge for beauty retailers: to remain relevant in a complex retail world while meeting evolving customer expectations.
What Shoppers Actually Want: The Numbers Speak
Survey results present a clear set of consumer priorities that may surprise industry insiders:
Intuitive Store Design is critical, with 92% of beauty shoppers wanting store layouts that are clear and intuitive. This large majority suggests complicated, maze-like store designs create obstacles rather than enhance the shopping journey.
Independence in Shopping also tops the list, as 86% of shoppers want to find what they need without having to ask for help. This result challenges traditional models of heavy sales assistance and indicates a customer preference for self-driven discovery.
Value Consciousness is another powerful factor, with 83% saying they have become more value-conscious when buying beauty products. This trend shows that even in beauty, a category often associated with splurging, practical considerations matter more than ever.
The Overlooked Customer Segments
The study brings attention to two significant customer groups that retailers are often ignoring: Label Luminaries and Timeless Tacticians. These segments represent 31% of all beauty shoppers and are described as powerful, high-spending consumers who still prefer making final purchases in-store, even as they feel increasingly disconnected from the current retail climate.
This finding is notable because it reveals how the industry’s focus on trend-driven, vocal consumer groups may alienate high-value customers. By leaving these shoppers out, brands could be missing major growth opportunities while expending resources on less profitable audiences.
A New Vision for Beauty Retail
The research not only reveals problems but also suggests solutions. ChangeUp’s insights advise that better retail environments offer ingredient-focused zones with natural lighting, age-positive sampling stations, and easy-to-navigate layouts. These tactics go beyond surface-level appeal to address the practical needs of most shoppers.
The detailed study also notes that customer satisfaction varies widely among leading retailers such as Sephora, Ulta Beauty, Macy’s, Walmart, and CVS. This suggests a few retailers are starting to respond to authentic customer needs, while others are still behind.
The Path Forward
Lynn Gonsior said, “Beauty retail doesn’t need to be more complicated; it needs to be more intentional.”
Her advice signals a move away from overly elaborate, social media-friendly store designs and toward practical environments that genuinely support customers’ decisions.
Another main takeaway: when retailers design with intention, all customers benefit. As Gonsior said, “When retailers start designing for clarity, confidence, and connection, they don’t just fix frustrations for niche groups, they elevate the experience for everyone.”
Building Real Loyalty
At its heart, this study encourages the beauty sector to rethink its approach to customer loyalty. Rather than chasing every new trend, lasting loyalty comes from understanding and responding to what shoppers want.
Lynn Gonsior said, “Real loyalty isn’t built on trend-chasing, it’s built on understanding your customers.”
For beauty retailers willing to listen, the full report offers actionable strategies for crafting environments that invite everyone in. The clear call: focus on intentionality, clarity, and connection and meet the 92% ready for a better beauty retail experience.
