Why Brick and Mortar Still Matters for Beauty Brands

The Beauty Industry’s Shift Back to Brick-and-Mortar

Online shopping has reshaped consumer habits, yet physical retail continues to thrive in the beauty industry. A survey of UK shoppers found that 65% prefer in-store shopping for the sensory experience, 53% want to try products before purchasing, and 40% appreciate the immediate gratification of taking items home. This highlights the need for brands to maintain a strong retail presence alongside digital strategies.

TikTok’s Influence: A Starting Point, Not the Endgame

TikTok has become a key marketing tool for beauty brands, creating viral moments that fuel online sales. But without a plan to maintain momentum, the impact can be short-lived. On average, beauty brands have seen a 27% increase in in-store visits due to TikTok marketing, showing that social media buzz translates into real-world demand. Consumers don’t just engage with content online, they actively seek out trending products in physical stores.

Brands Doing The Digital-to-Physical Shift

Made By Mitchell Founded by UK makeup artist Mitchell Halliday, harnessed TikTok’s reach to generate $1 million in sales in a single day! Though its retail expansion remains in the early stages, the brand’s success suggests a strong foundation for future in-store growth.

Made by Mitchell Harrods Beauty Pop-up( Source: Beauty Matter)

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BPerfect Originating in Northern Ireland, BPerfect successfully transitioned from digital popularity to a physical retail presence. By securing space in major UK and Irish retailers, including Boots and Superdrug, the brand expanded its accessibility while retaining the strong community-driven engagement it cultivated online. BPerfect’s Megastores serve as a hub for beauty enthusiasts, offering product demonstrations, makeup masterclasses, and influencer-led events.

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BPerfect Megastore Manchester Arndale (Source: Ripple)

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How Beauty Brands Can Build a Strong Physical Retail Presence

1. Use Social Media Virality to Secure Retail Partnerships

Retailers look for brands with demonstrated demand. Highlighting social media engagement, influencer collaborations, and user-generated content can help secure shelf space in major stores.

2. Invest in Pop-Ups and Experiential Retail

Temporary pop-ups allow brands to test markets, create hype, and offer hands-on experiences before committing to permanent locations. These short-term activations attract shoppers eager to engage with the brand beyond their screens – and the loyal followers will want to come out and support it!

3. Bridge Digital and Physical With Tech Integrations

Social commerce is changing how consumers discover and buy beauty products. QR codes linking to tutorials, influencer reviews, and live shopping events can connect digital engagement with in-store experiences. Interactive displays showcasing trending TikTok products encourage further exploration while shopping.

4. Train Retail Staff on TikTok Trends

Employees who understand trending products and viral beauty hacks can connect with customers more effectively. Staff training on social media-driven demand ensures informed recommendations and an engaging in-store experience.

5. Plan for a Standalone Store With a Smart Strategy

Launching a flagship store requires careful planning. Testing demand through pop-ups, concession stands, or retailer partnerships helps refine strategies before committing to a permanent location. High-traffic areas such as shopping centres provide exposure and valuable consumer insights.

Retail design also plays a role in success. Interactive store layouts, engaging displays, and exclusive in-store collections encourage foot traffic and increase purchase likelihood.

Challenges to Consider

Stock management is a major concern when products go viral. A surge in demand can empty shelves overnight, leading to frustrated customers. Smart forecasting, real-time inventory tracking, and staggered restocks help brands stay ahead of fluctuations.

Securing retail partnerships isn’t always straightforward. Large retailers want proof of sustained demand, not just a viral moment. Brands must back up their pitch with solid sales data, customer engagement insights, and a clear retail strategy.

Standing out on the shelf presents another challenge. Packaging that works online doesn’t always translate in-store, where shoppers make quick purchasing decisions. Thoughtful merchandising, exclusive product variations, and standout displays can make all the difference.

Final Thoughts…

Social media can catapult a beauty brand into the spotlight, but physical retail ensures longevity. By combining digital hype with immersive in-store experiences, brands create deeper consumer connections—turning online engagement into sustained success.

What’s Next for Your Brand? If you’re looking to strengthen your in-store presence, consider testing demand with pop-ups, refining your retail pitch, or enhancing your store’s interactive elements.

Share your thoughts or connect with us to explore strategies tailored to your brand’s growth!

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