Andrea NagelThe beauty and retail industries are continuing to evolve as brands find new ways to connect with consumers, build communities, and use technology. From innovative marketing campaigns to changing shopping habits and AI, these trends show how quickly the industry is adapting to what consumers want.
Sephora at Kohl’s is bringing its Beauty Corner experience to three major U.S. universities during sorority recruitment season. The pop-up gives students a place to relax and get ready, offering makeup and hair touch-ups, product samples, fragrance, and photo opportunities. A team of Sephora beauty experts, led by celebrity makeup artist Allison Kaye, will help students prepare for recruitment events while introducing them to different beauty products. This year also includes a Beauty Bodega photo area and a postcard station where students can send messages home. Overall, the activation shows how Sephora and Kohl’s are connecting with younger customers through an interactive experience that combines beauty, self-care, and social activities. (Cosmetics Business)
Meanwhile, CeraVe is taking a creative approach to addressing tanning culture among college students by turning a sorority backyard into a space focused on sun protection. Working with renovation expert Tyler Cameron and dermatologist Dr. Chloe Goldman, the brand redesigned the outdoor area with features such as shade structures, UV indicators, greenery, and an accessible sunscreen station. The campaign also introduces CeraVe’s new Invisible Mineral Sunscreen SPF 50, which is designed to reduce the white cast often associated with mineral sunscreens. By combining a real renovation with social media content and skincare education, CeraVe hopes to make sun protection feel more natural and practical for Gen Z. The campaign shows how brands can use creative experiences to encourage healthier everyday habits. (PR Newswire)
Building on the idea of beauty-focused communities, Shelby Ann Bell is showing how creators can turn online influence into real-world connections. With millions of followers, Bell has built a loyal audience by sharing affordable beauty products and easy-to-follow recommendations. Her Bestie Club event in Atlanta brought 200 fans together, with tickets selling out almost immediately despite thousands waiting to buy them. The event was more than a typical beauty gathering, giving attendees opportunities to meet new people, discover products, and connect with brands they already trusted. Most importantly, Bell’s success shows that audiences are looking for genuine relationships rather than traditional advertising. For beauty brands, creator-led communities like Bestie Club could become an increasingly valuable way to reach engaged consumers. (Beauty Matter)
The U.S. beauty market continued to grow during the first half of 2026, with both prestige and mass-market products seeing a 7% increase in sales. Consumers appear to be spending more carefully, choosing products that offer practical benefits or a sense of luxury. Fragrance remained especially popular, offering an affordable way for shoppers to treat themselves, while skincare benefited from growing interest in wellness and prevention. Haircare also performed strongly, particularly products such as serums, masks, and scalp treatments. Makeup grew at a slower pace, although products like blush, bronzer, and lip liner remained popular. Overall, the results suggest that beauty shoppers are becoming more selective, making value and product benefits increasingly important when deciding what to buy. (CEW)
Target is making artificial intelligence a bigger part of its business by naming Chandhu Nair as its first chief AI officer. Nair joins the retailer after working at Lowe’s, bringing experience in technology, data, and innovation. Target also promoted Purvi Shah, who leads user experience design, to a senior leadership position. Together, they will focus on using AI to improve both employee tools and the customer shopping experience. However, the company says it does not want to rush into major changes simply for the sake of using new technology. Instead, Target plans to identify areas where AI can genuinely make shopping easier, help employees work more effectively, and improve business decisions. This approach reflects a larger trend of companies making AI leadership a priority. (Fast Company)
To read more about these stories, click the headlines below.
Sephora At Kohl’s Tours Major US Universities With Beauty Corner Activation
Exclusive: What Shelby Ann Bell’s Bestie Club Says About The Future Of Influence
Circana: U.S. Beauty Sales Rise 7% As Fragrance, Skin Care, And Hair Drive 1H Growth
Target Names Its First Chief AI Officer In A Bid To Remake The Shopping Experience (Exclusive)
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