Impelled in large part by TikTok to seek beauty products meant for adults, younger customers — teenagers and even preadolescents — are proving to be a mixed blessing for retailers like Sephora and Ulta.
Retail analysts say that as the beauty stores attract a new generation of shoppers, they will need to make sure that the experience remains fulfilling for their older, core customers — including some who may not enjoy stores full of tweens and teens.
“So much of luxury and prestige is the experience,” said Simeon Siegel, a retail analyst at BMO Capital Markets. “Making an adult feel