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The beauty supply industry's upward trajectory has continued, with visits to stores up significantly compared to 20`19 and 2021, says

The Make-Up Counter is a Magnet for Foot Traffic

A year into the pandemic, the beauty supply industry began to rally and visits to the make-up counter began to rebound. That was great news for the industry, which saw more than 80% of sales derive from in-store purchases. That upward trajectory has continued since then, according to analytics firm 

Compared to both 2019 and 2021, visits to beauty industry venues have increased significantly, says in a new white paper, Beauty’s Irresistible Allure. Throughout 2022, foot traffic remained between 13.4% and 30.9% higher than it was pre-pandemic.  

Although 2021 saw particularly strong performance from March onwards, visits in 2022 were also up year over year. This increase in foot traffic was driven, in part, by leading retailers like Ulta Beauty and Sephora  expanding their fleets to keep up with growing demand. 

While the sector is doing well overall, some strategies have proven especially successful at enhancing performance, says The white paper dives into the data to explore how things like targeting the right audiences and increasing brand exposure can help an already flourishing industry do even better.


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About Paul Bubny

Paul Bubny serves as Senior Content Director for Connect Commercial Real Estate, a role to which he brings 13-plus years’ experience covering the commercial real estate industry and 30-plus years in business-to-business journalism. In this capacity, he oversees daily operations while also reporting on both local/regional markets and national trends, covering individual transactions across all property types, as well as delving into broader subject matter. He produces 15-20 daily news stories per day and works with the Connect team and clients to develop longer-form content, ranging from Q&As to thought-leadership pieces. Prior to joining Connect, Paul was Managing Editor for both Real Estate Forum and at American Lawyer Media, where he oversaw operations at both publications while also producing daily news and feature-length articles. His tenure in B2B publishing stretches back into the print era, and he has served as Editor in Chief on four national trade publications. Since 1999, Paul has volunteered as the newsletter editor of passenger rail advocacy groups (one national, one local).

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