Beauty aisles are undergoing “Sephorization” to cater to skeptical Millennials.

Beauty aisles are undergoing “Sephorization” to cater to skeptical Millennials. The beauty industry is expected to grow to $51.8 billion in 2020, and women 18-34-year-olds are currently the largest portion of the cosmetic market, purchasing 10 types of products a year. The age group is a “suspicious crew,” opting to go in-store and signing up for sample box services instead of risking buying online. In response, retailers are rushing to offer consumers the chance to try before they buy. Target has created their own beauty trial box offering, and some online beauty brands are establishing brick-and-mortar locations. (Racked)