What: The change in the perception of off-price retailers and an influx of orders following months of delays have improved the beauty assortment for customers looking to save money.

Why it is important: Covid created an ideal environment for off-price retail stores to have a more complete assortment of beauty products, as well as normalized bigger brands using these distribution channels. Ultimately, as inflation shifts consumer spending habits, off-priced retailers are well positioned to meet customer needs.

Brands have begun adapting their strategies to create off-price channel-specific products. However, the longevity of this ideal environment for off-price retail is uncertain, with issues of product expiration and counterfeiting likely to increase.

Consumers flock to off-price retail for beauty