Beauty
The Future of Cosmetics in
Beauty Supply Stores:
Rise of the MUAs
W
hen purchasing cosmetic brands in
beauty supply stores, you’ll find they
are mainly low-priced products, which
appeals to cosmetics demand of quali-
ty inexpensive makeup. With the growing demand for
these products like Crown Pro, NYX and KISS, beauty
supply store cosmetics are growing competition for de-
partment and cosmetic stores, such as Macy’s, which
sells MAC and Dior cosmetics and Ulta and Sephora
beauty stores, but there are still some differences be-
tween the two.
The most notable difference between buyers who
purchase cosmetics at beauty supply stores and buyers
who purchase cosmetics from the non-beauty stores is
receiving makeup services and education about appli-
cation of the products. All cosmetic brands, including
MAC, Bobbi Brown, and Nars, offer makeup ser-
vices at their selling locations that were earlier listed.
Most of these makeup services are made up of similar
systems at all of their different store locations.
For example, let’s refer to Sephora, the mega beau-
ty house, which carries a plethora of popular beauty
brands like Kat Von D, Urban Decay and NARS.
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C O S M O B I Z M A G A Z I N E
Makeup services are provided at 706 Sephora stores na-
tionwide and the full cost of a makeover is $50. Where
it benefits the customer is not spending the $50 for the
application service, but in fact, buying $50 worth of
product. Customers purchase a $50 gift card, which
gives the customer the opportunity to purchase those
items used in the makeover. This is beneficial for event
purposes, like prom, where customers can buy products
to reapply during their event, like lipstick, blotting pa-
pers, or a highlighter. So, Sephora essentially offers this
makeup service for free.