What: The decline of US department stores in beauty is contrasted by the success of global counterparts who invest in local curation, expert service, and experiential retail.

Why it is important: This contrast underscores the need for US department stores to rethink their approach to beauty, prioritising immersive experiences, local relevance, and curated assortments to regain market share and consumer engagement.

US department stores are facing a critical juncture in the beauty category, as speciality retailers and e-commerce platforms have overtaken them as the primary destinations for discovery and purchase. While legacy prestige once drew shoppers to department store beauty floors, the rise of immersive, service-driven, and locally curated experiences at international peers like Selfridges, Harrods, and La Samaritaine has set a new standard. These global leaders blend luxury and niche brands with interactive services, expert advisors, and community-focused programming, transforming beauty departments into lifestyle destinations. In contrast, US retailers have struggled to match this level of innovation and personalisation, often relying on outdated layouts and brand-centric staffing. Recent efforts by Macy’s and Nordstrom to renovate beauty floors and introduce advanced technology signal a shift, but regaining relevance will require deeper investment in local curation, experiential retail, and community engagement. The success of international models demonstrates that department stores can thrive in beauty by offering unique, tailored experiences that resonate with today’s discerning and digitally savvy consumers.

IADS Notes: The challenges and opportunities for US department stores in beauty are detailed in February 2026 (“American department stores have a beauty problem,” BoF; “Department stores fight TikTok and Amazon for beauty shoppers,” EuroNews). The transformation of beauty departments at Macy’s and Nordstrom is explored in November and August 2025 (WWD), with parallels to successful strategies at La Samaritaine (April 2025, Fashion Network) and Selfridges (October 2025, Fashion Network). The importance of local curation, immersive experiences, and community-driven programming is further highlighted in April 2025 (“Why community might be the missing piece to revive department stores,” Forbes) and May 2025 (“Department stores still matter – especially when they champion emerging brands,” Monocle).

American department stores have a beauty problem