As detailed in PSFK's New York Retail Innovation Guide, top beauty brands like Covergirl and Glossier are catering to the needs of today's consumers with engaging and digitally-integrated store experiences that enable IRL product discovery, personalized education and seamless purchasing

Despite developments in technology and changes in consumer purchasing behavior in an age of online shopping, what endures within beauty retail in particular is the consumer need to trial skincare and makeup products. Ensuring that colors will match, textures will be right and products will actually work is crucial within this space, and can pose challenge in a world dominated by ecommerce, where beauty retailers are required to have an online presence but can fall short of meeting consumers' needs, especially in phases like product discovery.

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