Beauty Store Foot Traffic Statistics 2025
Beauty store foot traffic in 2025 is reflecting a mix of recovery, recalibration, and reinvention. While some major players are expanding their physical presence, others are experiencing slowing growth as consumer preferences continue to evolve. Strategic partnerships, localized retail formats, and event-driven experiences are becoming key tactics to draw shoppers back in-store.
Digital-first brands are even moving offline, proving that physical retail still plays an important role in beauty discovery and engagement. However, the data shows that relying solely on past retail strategies may no longer guarantee consistent foot traffic. Retailers are now tasked with rethinking how stores function—not just as points of sale, but as hubs for experience, education, and connection.
Beauty Store Foot Traffic Statistics 2025 (Editor's Choice)
Here are the top 10 beauty store foot traffic statistics for 2025, reflecting key trends and shifts in consumer behavior:
1. Ulta Beauty's Foot Traffic Growth Slows to 1.9% in 2024
Ulta Beauty experienced a modest 1.9% year-over-year increase in foot traffic in 2024, a significant slowdown compared to previous years, indicating a deceleration in consumer visits to their stores.
2. Sephora's Strategic Partnerships Boost Foot Traffic
Sephora's collaborations with retailers like Kohl's have enhanced accessibility, contributing to increased foot traffic in their U.S. stores.
3. Valentine's Day 2025 Sees 49.6% Surge in Beauty Store Visits
On Valentine's Day 2025, beauty, perfume, and cosmetic stores experienced a 49.6% increase in foot traffic compared to the previous year, highlighting the holiday's impact on consumer shopping behavior.
4. Ulta Beauty's Burbank Store Attracts 55.7K Visitors in March 2025
Ulta Beauty's location at 1351 N Victory Pl, Burbank, CA, recorded 55,700 visitors in March 2025, making it the chain's most visited store that month.
5. Beauty Retail Visits Grow Only 1.5% in 2024
In 2024, visits to beauty and self-care retail chains grew by just 1.5% compared to the previous year, a sharp decline from the 18% growth observed in 2023, indicating a slowdown in the sector's momentum.
6. In-Store Events Enhance Foot Traffic and Brand Recall
Hosting in-store events such as masterclasses and meet-the-expert sessions has proven effective in boosting foot traffic and enhancing brand recall for beauty retailers.
7. Coty Reports Decline in U.S. Beauty Product Demand
Coty, the parent company of CoverGirl, reported a decline in consumer demand for beauty products in the U.S., attributing it to economic uncertainty and changing consumer behaviors.
8. Ulta Beauty Plans to Open 60 New Stores in 2025
Despite challenges, Ulta Beauty announced plans to open 60 new stores in 2025, aiming to revitalize its retail presence and attract more foot traffic.
9. Adore Beauty Expands Physical Presence with 25+ New Stores
Australian online beauty retailer Adore Beauty is set to open over 25 new brick-and-mortar stores across Australia, enhancing its physical retail footprint.
10. Space NK Focuses on Hyper-Local Stores to Drive Growth
UK-based beauty retailer Space NK is expanding its presence with a focus on hyper-local stores, aiming to enhance customer experiences and increase foot traffic.
Beauty Store Foot Traffic Statistics 2025 and Future Implications
Beauty Store Foot Traffic Statistics 2025 #1. Ulta Beauty's 1.9% Foot Traffic Growth in 2024
Ulta Beauty saw only a 1.9% increase in foot traffic year-over-year in 2024, reflecting a plateau compared to its more robust growth in earlier years. This signals a maturing U.S. market and hints that in-store novelty or convenience may no longer be enough to drive consistent traffic. Ulta may need to double down on experiences or cross-channel integration to remain competitive. With beauty consumers increasingly influenced by TikTok and online platforms, in-store visits could shift toward discovery rather than purchase. For 2025 and beyond, physical stores might act more as experiential showrooms rather than primary sales points.
Beauty Store Foot Traffic Statistics 2025 #2. Sephora’s Retail Partnerships Boost Walk-ins
Sephora’s collaboration with Kohl’s continues to show promise, driving new traffic into both retailers' locations by merging convenience and beauty access. These shop-in-shop formats reduce real estate costs while reaching suburban shoppers who might not visit standalone stores. Foot traffic increases point to the strength of strategic retail partnerships in a hybrid retail economy. As inflation pressures wallets, consumers may lean into one-stop-shop experiences. If successful, these partnerships could become a blueprint for other beauty brands aiming to scale without massive real estate investment.
Beauty Store Foot Traffic Statistics 2025 #3. Valentine's Day 2025 Foot Traffic Surge
On Valentine’s Day 2025, foot traffic to beauty and cosmetic stores rose by 49.6% compared to the previous year, showing just how strong holiday-based buying still is for the category. Perfume and skincare gifting habits appear to be resilient, even in times of economic uncertainty. This reinforces the idea that promotional campaigns tied to personal milestones and celebrations have long-lasting impact. Retailers might build out entire seasonal calendars around such spikes to maximize in-store traffic. These seasonal surges also offer insight into how to re-engage customers afterward with loyalty or sampling programs.
Beauty Store Foot Traffic Statistics 2025 #4. Ulta’s Burbank Location Draws 55.7K Shoppers in March 2025
Ulta’s Burbank store logged 55,700 visits in March 2025, highlighting the potential of high-traffic zones with smart placement. Stores in entertainment or lifestyle centers benefit from built-in audiences and consistent exposure. High-performing individual stores like this could serve as case studies for expansion or renovation priorities. Retailers might analyze foot traffic patterns more aggressively to optimize square footage and staffing. For the future, expect Ulta and others to lean heavily on location analytics when planning rollouts or closings.
Beauty Store Foot Traffic Statistics 2025 #5. Beauty Retail Sees Just 1.5% Growth in Visits in 2024
Foot traffic to beauty retail chains grew by only 1.5% in 2024, down sharply from 18% the previous year. This sharp deceleration suggests that pandemic-fueled growth has leveled off and retailers must adapt to new consumer expectations. Omnichannel services, such as click-and-collect or same-day delivery, may be increasingly responsible for converting online interest into physical visits. If this trend holds, brick-and-mortar strategies will need to focus on experiential or hyper-local advantages. Retailers not offering integrated digital convenience could lose share in 2025 and beyond.
Beauty Store Foot Traffic Statistics 2025 #6. In-Store Events as a Traffic Strategy
In-store beauty events like makeup masterclasses and dermatologist Q&As have been effective at drawing traffic and increasing dwell time. These types of events give shoppers reasons to linger and build a stronger brand connection beyond a single product purchase. They also generate shareable social content, expanding the store’s reach digitally. Going forward, beauty retailers may create monthly or weekly event schedules to keep traffic steady year-round. The future of in-person beauty retail may rely on education and community more than ever.
Beauty Store Foot Traffic Statistics 2025 #7. Coty’s Declining U.S. Beauty Product Demand
Coty has reported softening demand in the U.S. for several of its key brands, attributing it to economic pressure and changing consumer preferences. This cooling interest has implications for foot traffic, as shoppers may reduce in-person browsing during budget tightening. Consumers are looking for better value or switching to private-label options found online or in mass retailers. If legacy brands don’t innovate in-store experiences, foot traffic may continue to decline. The next wave of footfall could be driven by indie brands offering novelty, purpose, or personalization.
Beauty Store Foot Traffic Statistics 2025 #8. Ulta’s Plan to Open 60 New Stores in 2025
Despite slowdowns in some areas, Ulta’s commitment to open 60 new stores in 2025 shows continued belief in the power of physical retail. These new locations are likely being strategically placed in underserved or high-growth areas identified through foot traffic data. Expansion during uncertain times signals confidence in brand equity and operational efficiency. Still, store formats may evolve—smaller footprints, more testing stations, or integrated online order pickup counters. These investments suggest Ulta sees physical locations as key to customer acquisition and retention.
Beauty Store Foot Traffic Statistics 2025 #9. Adore Beauty’s Push Into Physical Retail
Adore Beauty, traditionally an online beauty leader in Australia, plans to open 25+ physical stores to strengthen its offline presence. This reverse movement—from online to brick-and-mortar—indicates that digital brands see value in face-to-face touchpoints. Foot traffic here will likely be driven by loyalty programs and exclusive in-store promotions that complement its digital ecosystem. The stores will also help with customer education and trial, two areas still best executed offline. This hybrid model could set the standard for how direct-to-consumer beauty brands grow in 2025.
Beauty Store Foot Traffic Statistics 2025 #10. Space NK’s Hyper-Local Store Expansion
Space NK is investing in hyper-local stores, tailoring inventory and services to the needs of smaller communities rather than trying to serve broad regions. This personalization strategy taps into consumer demand for curated, local experiences and boutique-style engagement. By focusing on quality over quantity, Space NK aims to increase foot traffic in select areas while reducing operational waste. If successful, this model could shift how beauty chains think about scale—not more stores, but smarter ones. The concept of “destination beauty retail” may be refined into “neighborhood beauty hubs” over the next few years.
Reimagining the Future of Beauty Retail Foot Traffic
The 2025 beauty retail landscape highlights the urgency for stores to evolve beyond traditional models. Stagnant or slowing foot traffic numbers show that relying solely on past store formats won’t be enough to maintain momentum. Retailers investing in hyper-local experiences, in-store events, and strategic physical-digital integrations are better positioned to capture attention and loyalty.
With consumer behaviors shaped by convenience, content, and personalization, in-person shopping must now serve a broader purpose. Looking ahead, beauty brands that reimagine their retail spaces as dynamic, immersive destinations will have the edge in driving consistent and meaningful foot traffic.
Sources:
- https://www.placer.ai/anchor/articles/ei-beauty-retail-changes-and-challenges-ahead
- https://www.mapzot.ai/news/sephora-vs-ulta-beauty-navigating-the-shifts-in-beauty-retail-foot-traffic
- https://passby.com/blog/top-retail-valentines-day-foot-traffic-data
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- https://www.reuters.com/business/retail-consumer/coty-cuts-annual-profit-forecast-2025-05-06
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