From Primark to DSW, big-box stores are differentiating their in-store experiences through partnerships with niche beauty services like Drybar and Glamsquad, giving customers personalized and unusual opportunities

Today's beauty industry is an interesting paradox. For young consumers, online shopping is the norm in practically every category—except beauty, where 90% still shop in stores. And yet, direct-to-consumer beauty appears to still be dominating our social media feeds (Glossier, Kylie Cosmetics, ColourPop). In fact, 73% of Gen Z is interested in curated, subscription-style services, particularly for industries like beauty.

Even as young people shop for beauty products primarily in stores, they're still searching out DTC alternatives. As PSFK researchers identified in our recent report on emerging beauty experiences, a new trend is popping up as a result—consumers demand the convenience and personalization of DTC, but also the high-touch environment of physical retail. To retain and attract customers, brands are partnering with beauty services to develop a unique in-store experience. The following four examples showcase the best of partnered services in the beauty industry today:

Glamsquad x CVS
Glamsquad, an on-demand, in-home beauty service company, partnered with drugstore retailer CVS to offer express versions of its services in-store.

Drybar Barkbar
Salon chain Drybar teamed up with Universal Pictures’ film The Secret Life of Pets 2 to launch Barkbar, a popup grooming bar for pets within the chain’s Bryant Park and West Hollywood locations in New York and Los Angeles.

DSW x W Nail Bar
Footwear retailer DSW added in-store nail salons to five of its locations in Columbus, Ohio, which are managed by salon chain W Nail Bar. Customers can earn reward points from purchasing products or salon services.

Primark x Duck & Dry
London-based salon brand Duck & Dry has partnered with U.K. fast-fashion retailer Primark to introduce an in-store express beauty experience, offering a selection of its services at a lower price point.


Lead image: stock photos from AS photo studio/Shutterstock

Today's beauty industry is an interesting paradox. For young consumers, online shopping is the norm in practically every category—except beauty, where 90% still shop in stores. And yet, direct-to-consumer beauty appears to still be dominating our social media feeds (Glossier, Kylie Cosmetics, ColourPop). In fact, 73% of Gen Z is interested in curated, subscription-style services, particularly for industries like beauty.

Even as young people shop for beauty products primarily in stores, they're still searching out DTC alternatives. As PSFK researchers identified in our recent report on emerging beauty experiences, a new trend is popping up as a result—consumers demand the convenience and personalization of DTC, but also the high-touch environment of physical retail. To retain and attract customers, brands are partnering with beauty services to develop a unique in-store experience. The following four examples showcase the best of partnered services in the beauty industry today: