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The Independent UK
The Independent UK
National
Anne d'Innocenzio

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

TikTok Amazon Department Nordstrom Macy Sephora Tony Spring e-commerce Tom Ford United States
Chasing Beauty - (Copyright 2025 The Associated Press. All rights reserved.)

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.

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