Several fashion retailers who cater to younger consumers also have beauty sections in their stores – H&M, Urban Outfitters and Sephora in JCPenny – but Forever 21 is making a big move in the beauty game with plans to open over a dozen stand-alone beauty boutiques under the name Riley Rose. The new stores are… Read more »
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Feb. 14, 2026
Insights from Beauty Brands Working with Ulta and Sephora
Why Out-of-stocks, Data Mismatch, and Hidden Demand Still Catch Out Beauty Brands When beauty brands review retail performance, the picture often looks reassuring. Availability appears high. Sales reports feel complete. Forecasts are built on what was sold. But our conversations with brands working directly with Ulta and Sephora reveal a more complicated reality. One where... Read more »
