What: Macy’s is breaking the department store beauty mold by focusing on curation, immersive experiences, and emotional engagement to drive loyalty and growth.

Why it is important: The strategy highlights the power of emotional engagement and cross-category integration to attract and retain today’s discerning beauty shoppers.

Macy’s is redefining the department store beauty experience by prioritizing curation, immersive retail, and emotional connection with customers. Under the leadership of Chief Merchandising Officer Nata Dvir, the retailer has introduced 40 new beauty brands and placed a renewed emphasis on storytelling, experiential shopping, and multi-generational engagement. The transformation is most evident at the Herald Square flagship, where a major renovation has created a 54,000-square-foot beauty destination featuring luxury brands, spa rooms, and advanced technology for personalised service. Macy’s approach is designed to foster loyalty and encourage cross-category shopping, leveraging its strengths as a top destination for dresses, suits, and watches. This strategy responds to broader economic pressures by offering value and intentional assortment, while also setting a new standard for experiential retail in the US department store sector. By integrating beauty with other key categories and focusing on customer experience, Macy’s aims to sustain relevance and growth in a highly competitive market.

IADS Notes: Macy’s is redefining the department store beauty experience by placing emotional engagement, curation, and immersive retail at the heart of its strategy (WWD, May 2026). The retailer has added 40 new beauty brands and focused on storytelling, cross-category shopping, and multi-generational experiences to foster loyalty and growth. The transformation is most visible at the Herald Square flagship, where a major renovation dedicated nearly 54,000 square feet to beauty, introduced luxury brands, spa rooms, and advanced technology, and created a space for discovery and personalisation (WWD, November 2025). Macy’s approach is part of a broader industry shakeup, with department stores investing in experiential services and curated assortments to compete with speciality and online channels (Glossy, November 2025). Despite ongoing challenges for US department stores in beauty, Macy’s efforts to innovate, invest in flagship locations, and prioritise customer experience are setting a new standard for the sector (BoF, February 2026). The retailer’s focus on exclusive brands, enhanced services, and festive in-store experiences further strengthens its position as a destination for both shopping and engagement (WWD, November 2025).

How Macy’s is breaking the department store beauty mold