Big Box Beauty: How Retail Giants Have Become the New Go-To for Premium Brands

Andrew Burnstine – Retail Matters

Big box retailers have turned their focus onto beauty, with a range of new initiatives like shop-in-shop partnerships with beauty retailers, dedicated assortments and exclusive brands.

These investments have helped them edge out drugstore chains as the go-to spot for mass and masstige beauty brands who want to launch and scale fast.

Standing out in a crowded retail space like Target or Walmart can put pressure on growing companies, and will require them to think carefully about product, placement and people.