Department stores try to distinguish themselves as beauty lovers turn to TikTok and Amazon

NEW YORK (AP) — It’s shoppers like Quinn Kelsey who keep department store executives up at night.

The 38-year-old Denver resident gets makeup ideas from TikTok videos and other social media content, not salespeople at beauty counters. She uses an AI chatbot to get product recommendations that fit her budget and to see how a certain foundation or lipstick would look on her. When she buys, it’s usually from Amazon.

“I use Chat GPT as my personal beauty consultant,” Kelsey said. “Department stores? I’ll walk through one for the decor, but they’ve basically lost me unless I can get the same product-research experience there that I can get scrolling through my phone at home.”

Once the ultimate beauty destination, department stores lost sales and their authority as skincare and makeup trendsetters starting in the late 1990s. That was when the growth of Sephora and Ulta Beauty made shopping for cosmetics more of a playful, self-service experience.

But fast-changing consumer preferences have all types of retailers racing to outdo each other for a slice of the $129 billion U.S. beauty and personal care market. The competition is fiercer than ever due to the ease of e-commerce. Amazon, which has slowly added premium beauty brands to its massive selection, is the nation’s largest online seller of beauty and personal care products, according to market research company Euromonitor International.

Social media also has provided new sources of beauty guidance. Instead of store advisers, many consumers look to videos by influencers, beauty brand founders or dermatologists for advice. Shoppers also turn to TikTok and Instagram for information about “dupes" — drugstore versions of more expensive products.

“Stores are more of the showroom, but the spark itself is happening in TikTok,” Jake Bjorseth, founder of the Generation Z advertising agency Trndsttrs, said.

To keep up, companies with both physical and online stores are investing in upgrades that are meant to give beauty fans like Kelsey an experience they can’t get anywhere else. Macy’s and Nordstrom, for example, renovated the beauty floors of their flagship New York stores to add more space, ultra-luxury brands and cutting-edge technology. At Nordstrom, customers can book an appointment to get robot-applied eyelash extensions for $170.

The makeovers were launched in time for the holiday shopping season, which accounts for about one-quarter of all U.S. “prestige” beauty sales, according to market research firm Circana.

Department stores chasing beauty sales are introducing some of the serve-yourself features of Sephora — Nordstrom put in a “beauty bar” with brightly lit mirrors where customers are allowed to take makeup from different counters — while trying to distinguish themselves from specialty and online rivals.

Executives from Macy's and Nordstrom said the latest changes were designed to create an engaging atmosphere that encourages shoppers to stay longer and spend more. The overhaul at Macy's Herald Square included comfortable seating and skin analysis devices that help make the case for lotions and potions costing hundreds of dollars.

In the Parfums de Marly section, customers sample scents while wearing a virtual reality headset meant to immerse them in an 18th century chateau the French fragrance maker cites as its inspiration.

“This is the future of beauty,” Nicolette Bosco, Macy's vice president of beauty, said, referring to the interactive technology the department store considers central to offering shoppers an elevated experience.

The company expects to redesign the beauty departments of 40 more stores. The facelifts are intended to draw shoppers of all ages, Macy’s Inc. CEO Tony Spring said.

“We’re trying very hard to take the idea of a department store and make it intimate and friendly and convenient,” he said.

Since becoming chief executive of the department store's parent company last year, Spring has focused on reviving Macy's by trying to attract the higher-spending customers who power sales at Bloomingdale's and upscale beauty retailer Bluemercury, both of which Macy's owns.

Nordstrom unwrapped the reimagined beauty floor of its midtown Manhattan store in September. It includes an area where shoppers can test beauty tools like LED light therapy masks and a “fragrance finder” machine that provide a dry whiff of up to 60 different scents.

Nordstrom also expanded the beauty treatments area at the New York flagship and a few other stores to include a medical spa that provides Botox and dermal filler injections that cost $575 to $1,050.

Sephora redefined beauty buying by installing mirrors and disposable application tools near compact displays of both tester products and ready-to-grab goods. The DIY concept was a major contrast from department store counters staffed by beauty advisers who oversaw product sampling and retrieved fresh products from locked drawers.

But even innovators have to renovate. Sephora, a division of French luxury goods conglomerate LVMH, is in the process of updating its 720 stores in the U.S. and Canada.

The stations where customers get their hair and makeup done are getting moved to the side for more privacy. The chain, known for its long cash register lines, plans to expedite check-outs by equipping salespeople with devices that accept card and contactless payments.

Ulta, which stocks drugstore beauty brands like Maybelline as well as high-end brands, has had in-store hair salons since its founding in 1990. It’s adding ear piercing, testing robotic manicures and plans to add robotic lash extensions like Nordstrom’s to its service menu next year.

Walmart has moved into the turf of specialty retailers and department stores with products from higher-end and independent brands. The nation's largest retailer put beauty counters this year in 100 stores where customers can try products.

After working at a fashion event at Nordstrom's Manhattan flagship, Ivan Leon, a 35-year-old freelance stylist, headed to the Tom Ford fragrance counter. He walked away an hour later having spent $537 on two bottles of perfume: a unisex scent named Bitter Peach and another named Vanilla Sex.

Leon planned to wear them together, a practice known as “fragrance layering” that he heard about on social media. The Nordstrom salesperson caught his interest by suggesting Tom Ford scents could be applied in tandem.

“It’s kind of cool when you combine two scents and it makes something new,” Leon said. “I think it helps the psyche and builds confidence.”

Leon, who typically buys his fragrances online, offers department stores hope but also represents the uphill climb they face given customers’ multidimensional shopping habits.

TikTok is not only spawning trends like “tired girl” makeup and “blurred skin” but becoming a place where users discover and buy from new brands. TikTok Shop, an e-commerce feature the social media platform launched in 2023, has emerged as the nation's seventh-largest online seller of beauty and personal care items, right behind Target, according to Euromonitor.

The online market shares of Macy’s and Nordstrom are 1% and less than 0.5%, and declining, the market research firm said.

Amazon, which accounts for almost half of online beauty and personal care sales, aims to mimic the physical store experience with virtual makeup try-on tools like one Sephora introduced in 2016. Sephora, meanwhile, unveiled in March an AI-powered online tool that uses selfies to identify potential skin concerns and make product recommendations.

Ivan Leon chooses from Tom Ford fragrances at a Nordstrom department store, in New York, Monday, Dec. 8, 2025. (AP Photo/Richard Drew)

A woman has makeup applied at a Nordstrom department store, in New York, Monday, Dec. 8, 2025. (AP Photo/Richard Drew)

People portraying Santa and his elves perform in the cosmetics department at a Nordstrom department store, in New York, Monday, Dec. 8, 2025. (AP Photo/Richard Drew)

Cosmetics products by Carolina Herrera are displayed at Macy's flagship store, Friday, Nov. 21, 2025, in New York. (AP Photo/Yuki Iwamura)

Customers walk into Macy's flagship store, Friday, Nov. 21, 2025, in New York. (AP Photo/Yuki Iwamura)

AHMEDABAD, India (AP) — Medium-pacer Tushar Deshpande held his nerve bowling the last over to give Rajasthan Royals a thrilling six-run win against Gujarat Titans in the Indian Premier League on Saturday.

Gujarat needed 11 runs from the final over and Deshpande conceded only four for Rajasthan's second win from two matches and top spot in the table on net run-rate from Delhi Capitals, who beat Mumbai Indians earlier.

Rajasthan notched 210-6 thanks to Dhruv Jurel's 75 off 42 balls and Yashasvi Jaiswal's 55 off 36.

Gujarat, on the back of Sai Sudharsan’s 73 off 44 and tailenders Rashid Khan and Kagiso Rabada, mounted a terrific comeback to reduce the chase to a reachable 15 off the last 12 balls.

But Rajasthan's England pacer Jofra Archer allowed only four runs in the 19th over, and Deshpande, who played two Twenty20s for India in 2024, was given the last over. He also allowed only four and closed with two dot balls and Khan's wicket. With Gujarat stranded at 204-8, Deshpande thumped his chest in jubilation.

Earlier, Delhi Capitals beat Mumbai Indians by six wickets in the national capital and went top of the table for approximately four hours.

Sameer Rizvi blew away Mumbai with 90 runs off 51 balls to help set up Delhi's second win from two matches.

The impact player followed his unbeaten 70 against Lucknow SuperGiants on Wednesday with seven sixes and seven boundaries in his highest IPL score.

Delhi raced to 164-4 and a six-wicket win with 11 balls to spare in reply to Mumbai's 162-6 and a first loss in the young season for the five-time champion.

Rajasthan opted to bat first and Jaiswal and 15-year-old Vaibhav Suryavanshi launched 70 runs off 38 balls for the first wicket.

Suryavanshi scored 31 off 18 including five fours and a six before he miscued to deep midwicket.

Jaiswal took over to score 50 off 32 balls including three sixes and six boundaries.

Jaiswal and Jurel combined for 56 into the 12th over before Jaiswal was bowled by Rabada. Jurel carried Rajasthan past 200 in the 19th over before he nicked behind in the 20th. Jurel hit five sixes and five fours.

Gujarat captain Shubman Gill was missing owing to a muscle spasm and Sudharsan led the way with 50 off 33 in an opening stand of 78 with Kumar Kushagra.

When Sudharsan holed out in the 11th over, Gujarat started losing steam.

Impact substitute Ravi Bishnoi, the wrist spinner, picked 4-41 in four overs to reduce Gujarat to 133-5 in the 14th over.

But Khan and Rabada fought hard to take the game into the final overs, where they were trumped by Archer and Deshpande.

Rizvi started his innings conservatively, taking 20 balls to get his eye in. He came in with Delhi in trouble at 7-2 in the second over. Rizvi joined opener Pathum Nissanka, who was the initial aggressor in their 66-run stand.

When Nissanka top-edged a pull straight up on 44 at 73-3, Rizvi took charge of the chase at Arun Jaitley Stadium.

Rizvi hit 50 off 31 balls to lead Delhi to 100 in the 12th over. He appeared set for his maiden IPL hundred and was 10 runs away when he went looking for his eighth six and was caught at long-off off the bowling of Corbin Bosch in the 17th over. Mumbai players applauded Rizvi as he left.

“Rizvi never let us get back into the game,” Mumbai stand-in skipper Suryakumar Yadav said.

Rizvi said he'd worked on his weaknesses, especially against fast bowlers, before his third IPL. “I took time, got set and then played my shots," he said. "I tried to watch the ball as long as possible. Did the same in the last game.”

Mumbai was made to bat first and finished with a score Yadav felt was 15-20 runs short.

Mukesh Kumar (2-26) struck twice in the third over, bagging Ryan Rickelton on 9 and taking a return catch from Tilak Varma for a two-ball duck.

Yadav and Rohit Sharma combined for 53 off 40 balls but the slowish Delhi pitch didn’t allow the Mumbai stars to run away with the scoring rate.

Delhi skipper Axar Patel got the breakthrough when Sharma slapped him to cover and Nitish Rana took a tough chance above his head in the 10th over.

Yadav got 51 off 36 but was out lbw to Lungi Ngidi and Mumbai faded.

AP cricket: https://apnews.com/hub/cricket

Rajasthan Royals' Yashasvi Jaiswal plays a shot during the Indian Premier League cricket match between Gujarat Titans and Rajasthan Royals in Ahmedabad, India, Saturday, April 4, 2026. (AP Photo/Ajit Solanki)

Rajasthan Royals' Dhruv Jurel plays a shot during the Indian Premier League cricket match between Gujarat Titans and Rajasthan Royals in Ahmedabad, India, Saturday, April 4, 2026. (AP Photo/Ajit Solanki)

Rajasthan Royals Tushar Deshpande celebrates the wicket of Gujarat Titans' Rashid Khan during the Indian Premier League cricket match between Gujarat Titans and Rajasthan Royals in Ahmedabad, India, Saturday, April 4, 2026. (AP Photo/Ajit Solanki)

Delhi Capitals' Sameer Rizvi plays a shot during the Indian Premier League cricket match between Delhi Capitals and Mumbai Indians in New Delhi, India, Saturday, April. 4, 2026. (AP Photo/Manish Swarup)

Delhi Capitals' Sameer Rizvi celebrates his fifty runs during the Indian Premier League cricket match between Delhi Capitals and Mumbai Indians in New Delhi, India, Saturday, April. 4, 2026. (AP Photo/Manish Swarup)