When it comes to buying skin care in person, beauty enthusiasts still have their favorite destinations. According to a survey of over 600 NewBeauty readers*, Sephora and Ulta are the top choices for in-person shopping, with 64% and 59% of respondents choosing them, respectively. Department stores, Target, and drugstores like CVS and Walgreens also remain popular options.
While prestige beauty retailers like Sephora and Ulta are still the go-to for most shoppers, convenience-driven options like Target and drugstores are also strong contenders, especially for quick purchases and budget-friendly buys.
When it comes to specific products, Sephora dominates in moisturizers (44%), while Ulta leads for cleansers (34%). For serums, department stores and brand boutiques take the lead (41%), indicating a preference for personalized or luxury experiences. Face mists are another win for Sephora (38%), solidifying its reputation as a trend-driven beauty destination.
Overall, while online shopping is on the rise, in-person beauty shopping is still thriving. Sephora and Ulta remain the top choices, but the data shows that shoppers are strategic in their choices, selecting different retailers for different categories. Whether it’s the experience of swatching products in-store, the instant gratification of walking out with a purchase, or the personalized advice from beauty experts, brick-and-mortar stores still play a significant role in the beauty industry.
*Source: BeautyEngine Advanced Research, 2025