To better understand how people navigate beauty retail environments, I conducted shop-along research with multiple shoppers at Ulta and Sephora. While each shopper expressed different frustrations with specific retailers, a consistent pattern emerged: the overwhelming number of products, brands, and recommendations made it difficult for shoppers to feel confident in their decisions. Many spent time scanning shelves, comparing options, or second-guessing purchases rather than enjoying the experience.

For shoppers who don’t frequently wear makeup, the experience was even more intimidating. Several participants said they didn’t even know where to begin and often avoided makeup sections altogether, choosing instead to browse fragrances because the area felt simpler and less overstimulating.

These observations revealed that the challenge wasn’t just the store itself, but the broader decision pressure created by the modern beauty landscape, where endless choices turn what should feel like discovery into mental work.