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TikTok Shop is outperforming Shein and Sephora among US shoppers online

TikTok logo on a cell phone
TikTok first launched its online retail shop in 2023.

Michael M. Santiago/Getty Images

  • TikTok Shop is now a more popular online retailer than Shein and Sephora among Americans.
  • TikTok Shop first launched in September 2023.
  • A new consumer trends report found that 45% of surveyed Americans have bought something on TikTok.

TikTok Shop has surpassed retail giants Shein and Sephora in the online battle for US shoppers.

A 2025 consumer trends report by Coefficient Capital and The New Consumer's Dan Frommer analyzed how Americans' spending habits could affect certain brands. The research included 11 surveys of over 3,000 US consumers. The company conducted its most recent survey this month.

TikTok Shop launched in September 2023, making it a relatively new online retailer compared to its peers. However, the consumer trends report said 80% of surveyed Americans who use TikTok at least once a month are aware of TikTok Shop, signaling the retailer's growing reach.

That reach has helped TikTok overtake retailers like Sephora, Shein, and Qurate in US consumer spending for the third financial quarter, according to the trends report.

Sephora and Shein are two popular online retailers in the United States, especially with younger generations like Gen Alpha. Qurate Retail Group owns and operates six retail brands, including QVC. The company sells items online through its brands.

Sephora helped its parent company, LVMH, achieve record-breaking sales in 2023, reaching $10 billion in revenue across North America. Shein made $2 billion in profits that year. Although Qurate's third-quarter earnings report said revenue decreased by 5%, it generated $152 million in operating income.

A March Financial Times report cited three sources who said TikTok had reached $16 billion in sales in the United States. It's unclear how much the TikTok Shop has made since its 2023 launch, but the company said in its 2024 economic report that the app drove $15 billion in revenue for small businesses in the United States.

The consumer trends report said 45% of surveyed Americans purchased "fashion, clothing, and accessories" from TikTok Shop. Beauty and personal care items came second at 44%. Surveyed TikTok users also indicated purchasing electronics, home goods, food, toys, books, and more from the online shop.

TikTok has led the growth of social media shopping apps in the United States in recent years. TikTok's Chinese parent company, ByteDance, likely wants to replicate the success of its sister app in China, Douyin, which drives hundreds of billions in sales annually, often through influencer livestreams.

Despite its rising popularity with content creators and shoppers alike, TikTok faces a potential federal ban in the United States next month.

In April, Congress passed the Protecting Americans from Foreign Adversary Controlled Applications Act. The law gives ByteDance until January 19 to divest from TikTok or face a ban in the United States. On December 6, a federal appeals court upheld the ban as constitutional.

Lawmakers worry that the Chinese government could compel the app's Chinese ownership to manipulate content for propaganda or leverage the personal data of millions of Americans.

Ahead of the potential ban, TikTok launched a "limited-time offer " promotion this week, allowing users to earn $50 in TikTok Shop credits to recruit a new user. Users can earn up to $350 in shop credits in total.

Representatives for TikTok, Shein, Sephora, and Qurate did not respond to a request for comment from Business Insider.

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I worked at Sephora for 4 years. Here are 9 of my favorite beauty products that are $25 or less.

Rare Beauty liquid blushes on display at Sephora; Fenty Beauty Gloss Bomb in Fenty Glow on display at Sephora
As a former Sephora employee, I've found affordable items including the Rare Beauty blushes and Fenty Beauty's Gloss Bombs.

Emma Freece

  • As a former Sephora employee, I've tried many of the store's budget-friendly products for under $25.
  • The Rare Beauty liquid blushes and Tower 28 jelly glosses add the perfect flush of color.
  • The Sephora Collection liquid foundation is one of the best base products I've tried.

When I worked at Sephora, I loved finding high-quality beauty finds that didn't break the bank.

Here are 9 of my favorite products that cost $25 or less.

A Sephora Collection foundation is one of my favorites.
Line up of liquid foundation products at Sephora
The Sephora Collection liquid foundation comes in a variety of shades.

Emma Freece

I highly recommend checking out all of the Sephora Collection lines. Sephora is owned by LVMH (Louis Vuitton) and though the brand's packaging is simple, the formulas are amazing.

The Best Skin Ever foundation is one of my favorite base products because it's the perfect formula for my dry skin.

This $22 long-wearing foundation has light to medium coverage and a natural, dewy finish.

The Sephora Collection blushes come in a variety of beautiful shades.
Sephora Collection blushes in display at Sephora
I love the selection of colors available in the Sephora Collection blushes.

Emma Freece

The $14 Sephora Collection Colorful blushes are absolutely beautiful. If a shade you like is in stock, I recommend picking it up because they sell out quickly.

The blushes come in matte and shimmer finishes. The pigmentation is great, the texture is soft and buttery, and the application is smooth.Β 

The Sephora Collection eyebrow pencils blend effortlessly.
Eyebrow pencils standing up in display at Sephora
The pencils come in a myriad of shades.

Emma Freece

If you're looking for a good eyebrow pencil, the Sephora Collection has got you covered.

The $13 Retractable brow pencil is waterproof and smudge-proof and has an ultra-fine tip for easy application. I love to brush the spoolie through my brows to soften the look.Β 

Rare Beauty's liquid blushes pack the pigmentation.
Rare Beauty liquid blushes in display at Sephora
Rare Beauty's liquid blushes come in radiant or matte finishes.

Emma Freece

Rare Beauty has quickly become one of the best brands at Sephora. The brand's easy-to-use products and packaging and the mission alone make it worth checking out.

I recommend starting with the $23 Soft Pinch Liquid blush. It's extremely pigmented so you need the tiniest dot to blend into a beautiful blushed look.

I didn't use to be a cream or liquid-blush person but once I started using formulas like these, I fell in love.

You're missing out if you aren't using a beauty blender.
Several pink beauty blenders in containers on display at Sephora
To me, a beauty blender is not just a tool.

Emma Freece

If you don't apply your liquid or cream makeup with a damp beauty blender, you're missing out. After working in the beauty industry and using this sponge for seven years, I can never go back.

I know $20 for a makeup tool may sound like a splurge but something about the design of the original beauty blender and its soft texture blends my base to a flawless finish.

Though there are more affordable alternatives that create a similar effect, I've used other sponges and brushes and still think nothing beats the beauty blender.

Fenty Beauty's Gloss Bombs create perfect, juicy-looking lips.
Fenty Beauty Gloss Bomb in Fenty Glow shade on display at Sephora
I'm very passionate about a great, shimmery lip gloss.

Emma Freece

I used to be a matte liquid-lipstick girl, but as I got older I thought it made my lips look dry and crusty. Now, I want my lips as glossy and juicy as possible and the $21 Fenty Beauty Gloss Bomb in Fenty Glow is the most perfect lip-gloss shade and formula.

This gloss looks great on every single skin tone, age, and lip shape. I would recommend this to anyone who was looking for the perfect nude lip gloss.

I also love the shade FU$$Y, which is a soft pink. The formula is thick and moisturizing without being sticky and has a soft watermelon-like scent and a high-shine finish.

Tower 28's lip glosses add just the right amount of shine.
Five different shades of Tower28 lip gloss on display at Sephora
Tower 28's lip glosses are lightweight and shiny.

Emma Freece

If you're looking for a great lip gloss from a "clean" beauty brand, I recommend the $16 Tower 28 ShineOn lip jelly gloss.

This unscented, lightweight formula isn't sticky and has the perfect amount of shine. This gloss looks amazing with or without makeup, and there are a variety of natural-looking shade options.

Clinique's spot treatment is the way to go when you need to get rid of a pimple.
A blue tester bottle of Clinique's spot treatment at Sephora
Clinique's spot treatment is great for eliminating my pimples.

Emma Freece

Clinique may not be a brand I use a lot, but I've always loved the .5-ounce $23 Acne Solutions clearing gel.

This gel is a lifesaver if you have a pimple that you want to get rid of quickly. It has salicylic acid, witch hazel, and laminaria-saccharina extract to eliminate blemishes and prevent new ones from forming.

I apply this gel at night and see my minimized pimple in the morning.

Don't pass up a mini Supergoop sunscreen in Sephora's Beauty on the Fly section.
Supergoop Glow Screen on display at Sephora
Supergoop's Glow Screen works as a primer for my makeup or a dewy base.

Emma Freece

If you want to shop at Sephora but can't quite justify a splurge, check out the mini-sized, more affordable items in the Beauty on the Fly section by the register.

Though a lot of these products aren't a better value per ounce than the full size, they're still a good way to try something at a lower price or pick up if you need something TSA-approved.

Personally, I loved the $22 Supergoop Glow-Screen Sunscreen SPF 40 for the summer. I'm a fan of its dewy finish, how it works on its own as a primer, and the way it gives my skin radiance without makeup. I usually throw the mini size in my purse to reapply throughout the day.

This story was originally published on September 6, 2022, and most recently updated on December 12, 2024.

Read the original article on Business Insider

Kohl's vows 'aggressive action' to reverse sliding sales following a 'frankly disappointing' quarter

A sign hangs above the entrance of a Kohl's store in March, 2023 in Lincolnwood, Illinois.
Kohl's has Sephora outlets in more than 1,000 stores.

Scott Olson/Getty Images

  • Kohl's said comparable sales plummeted 9.3% in the third quarter.
  • Apparel and footwear sales struggled despite strong performances for Sephora and other categories.
  • Growth in revenue from beauty sales at Sephora was one of the few rays of hope.

Kohl's continues to fight an uphill battle after sales tumbled following missed opportunities, a decline in footfall, and an overreliance on its partnership with Sephora.

Comparable sales at the department store chain fell 9.3% in the three months to November 2, which CEO Tom Kingsbury called "frankly disappointing" despite attempts to improve its products, strategy, and in-store experiences.

Sales remained soft in apparel and footwear despite strong performances for the Sephora, home decor, gifting, and impulse categories.

"We are not satisfied with our performance and are taking aggressive action to reverse the sales declines," he said.

Net income fell to $22 million for the third quarter, down from $59 million for the same period last year.

Kohl's now expects full-year comparable sales to be 6% to 7% lower compared with 2023.

Shares closed down 17% on Tuesday, bringing the decline this year to 45% and valuing the company at less than $1.6 billion.

Earlier this week Kohl's said Kingsbury would step down on January 15 after two years in the role. He will be replaced by retail veteran Ashley Buchanan.

Investing in key growth categories had a ricochet effect, leading to a 20% drop in inventory for private brands, Kingsbury said. "Not having the appropriate level of private brands hurt our ability to serve our customers."

The decision to pull back on fine jewelry to focus on Sephora, which now has about 1,050 concessions in Kohl's locations under a partnership that began in 2021, has also had an impact.

"As we introduced Sephora Shops into our stores, the fine jewelry business was largely displaced which resulted in a persistent headwind to our sales performance for many periods," Kinsbury said.

A Sephora at Kohls in New Jersey.
Sephora has concessions in many Kohl's stores.

Lexie Moreland for WWD/Penske Media via Getty Images

While the partnership is one of the few bright spots in the quarter, with total beauty sales up 15% in the quarter, it could mean Kohl's missed opportunities to capitalize on a hot category.

Claudia D'Arpizio, senior partner and global head of fashion and luxury at the consultancy Bain, told Business Insider that jewelry has been the "most resilient category" for the luxury goods industry over the past year.

Jewelry, along with beauty and fragrance, are affordable luxury categories particularly in demand with younger customers who have been underserved by luxury players in recent years, D'Arpizio said.

Read the original article on Business Insider

I worked at Sephora for 11 years. Here are my absolute favorite beauty products of all time.

The writer wears a Sephora uniform and bright-red lipstick and stands in front of a skincare studio station at Sephora
I worked at Sephora for 11 years.

Nora Candreva

  • AfterΒ working at Sephora for 11 years, I have lots of go-to makeup and skincare products.
  • The First Aid Beauty facial radiance pads and pure-skin face cleanser are great products.
  • I love the Haus Labs Triclone Skin Tech foundation and Urban Decay Vice Lip Bond long-wear lipstick.

I saw a lot of changes in beauty trends during my 11 years at Sephora. But one question clients asked me always remained the same: Which products would you recommend?

Despite the murky outlook of the economy, shoppers are still spending their cash on beauty products and looking to get the best value on the items they buy.

Here are my favorite makeup and skincare products as a freelance makeup artist and former Sephora employee.

The Haus Labs by Lady Gaga Triclone Skin Tech foundation makes my clients' skin look flawless.
Display of circular-shaped bottles of Haus Labs foundation at Sephora. A graphic of Lady Gaga sits next to the foundation
The Haus Labs by Lady Gaga Triclone Skin Tech foundation has an amazing formula.

Nora Candreva

The Haus Labs by Lady Gaga Triclone Skin Tech foundation creates a natural medium-coverage look. This product has an amazing formula with skincare ingredients like fermented arnica, which can help reduce redness.

The brand's concealers are also fabulous and can even be used as foundation.

The Ilia Super Serum skin tint features great skincare ingredients.
A hand holds a white bottle with Ilia logo and a tan dropper in Sephora. Other bottles are on display on a pink shelf in the background
The Ilia Super Serum skin tint SPF 40 provides light-to-medium coverage.

Nora Candreva

Full disclosure, I work as a brand ambassador for Ilia at some Sephora stores β€” but I genuinely love the Ilia Super Serum skin tint because it has great skincare ingredients.

The SPF 40 product contains ingredients like niacinamide, which can treat acne, and squalane, which hydrates the skin. It's a beautifully tinted serum with dewy light-to-medium coverage.

When it comes to the lashes, I have to recommend the Dior Diorshow 24h buildable-volume mascara.
Diorshow lash maximizer and mascara on display. The lash maximizer comes in a white tube, and the mascara comes in a black tube.
The Dior Diorshow Maximizer 3D triple-volume plumping lash primer and 24h buildable-volume mascara are a great combination.

Nora Candreva

I usually point clients who want voluminous lashes to the Dior Diorshow 24h buildable-volume mascara. Personally, I prefer the waterproof formula for building volume.

Take care of your lips with the OleHenriksen Pout Preserve hydrating peptide lip treatments.
Testers for Ole Henriksen lip treatments. The tubes come in red, yellow, pink, and purple colors and sit on a beige tray
The OleHenriksen Pout Preserve peptide lip treatments come in various shades.

Nora Candreva

My lips always feel hydrated and plump when I use the OleHenriksen Pout Preserve hydrating peptide lip treatments.

I love the Strawberry Sorbet shade because it leaves a beautiful hint of pink on the lips.

The Urban Decay Vice Bond glossy long-wear lipstick is truly impressive.
Display of Urban Decay Vice lip bond liquid lipstick. The tubes of lipstick are rectangular shaped and have shiny lids in various shades of pink, red, and brown.
When I want lip colors that last, I go for the Urban Decay Vice Bond glossy long-wear lipsticks.

Nora Candreva

I was wowed when I first tried the Urban Decay Vice Bond glossy long-wear lipstick.

The highly pigmented colors stay on my lips longer than the rest of my makeup. To use it, shake the lipstick, apply it to your lips, and let it dry while you keep your mouth open.

Sephora Collection setting products seal makeup in perfectly.
Self of Sephora beauty items in store. From left to right, a yellow tube of Sephora mattify and refine primer, a black container of translucent setting powder, and a black container of setting spray are on display
I love the Sephora Collection translucent setting powder and setting spray.

Nora Candreva

Because I was encouraged to sell Sephora Collection makeup when I worked in the store, I've tried many of the products.

My favorites were always the setting products because they lock down makeup for a reasonable price.

I'd even say the Sephora Collection translucent loose setting powder is comparable to the pricier Laura Mercier translucent one.

Similarly, the Sephora Collection all-day makeup setting spray is just as good for setting your face as the Charlotte Tilbury Airbrush Flawless spray.

In terms of skincare, there are some great sunscreen options to choose from at Sephora.
A hand holds a white bottle with Ilia logo and "C Beyond Triple Serum SPF 40" text; A bright-yellow tube of Tula Skincare protect + glow SPF on a shelf with blue boxes behind it
I'd usually recommend the Ilia C Beyond triple serum SPF 40 or the Tula Skincare Protect and Glow sunscreen gel.

Nora Candreva

I always tell my clients that sunscreen is like health insurance for the face.

I swear by the Ilia C Beyond triple serum SPF 40 because the tinted formula, which comes in three shades, can cover redness without leaving a white cast. It also layers underneath foundation beautifully.

The Tula Skincare Protect and Glow daily sunscreen gel SPF 30 gives the skin a gorgeous glow while protecting it from sun damage.

The right balm and oil cleansers remove makeup and sunscreen effortlessly.
A white bottle with a gray pump of Dermalogica precleanse in front of white and gray Dermalogica boxes at Sephora
The Dermalogica Precleanse cleansing oil can remove dirt and impurities.

Nora Candreva

Double cleansing, or washing your face with two cleansers, starts with removing makeup and sunscreen with balms or oils.

I recommend the Farmacy Green Clean makeup-removing cleansing balm or the Dermalogica Precleanse cleansing oil. Be gentle when massaging these products on the skin, especially around the eyes, so you don't lose any lashes.

Choose cleansers that complement your skin type.
Blue and white tubes of First Aid Beauty pre skin face cleansers on shelves at Sephora
The First Aid Beauty pure-skin face cleanser is a great cream-based product.

Nora Candreva

I recommend choosing a basic cleanser according to your skin type and concerns.

For example, I have combination skin (oily and dry), so I use the gel-based Shani Darden cleansing serum. The cleanser feels luxurious with how it foams up. I also felt like how it removes dirt and oil without drying out my skin.

If your skin is dry and sensitive, I recommend a cream-based product like the First Aid Beauty pure-skin cleanser. The fragrance-free cream formula even doubles as a makeup remover.

The Dermalogica Daily Microfoliant exfoliant can help smooth textured skin.
White container of Dermalogica daily microexfoliant on a shelf at Sephora. A chart of showing textured skin sits next to the bottle
The Dermalogica Daily Microfoliant exfoliant activates when mixed with water.

Nora Candreva

I usually recommend an enzyme exfoliant for those with dry or flaky skin and a chemical exfoliator with glycolic or lactic acids for clients with textured skin.

The Dermalogica Daily Microfoliant exfoliant is an enzyme powder that's activated when mixed with water.

This gentle yet effective scrub helps even skin tone while cleansing and reducing the appearance of pores. It's a great step before applying foundation.

I have a few go-to chemical exfoliants that nourish the skin.
Dr. Dennus Gross universal daily peek pads in orange boxes on shelf at Sephora; A round blue container of First Aid Beauty facial radiance pads on a a blue shelf at Sephora
Dr. Dennis Gross peel pads and First Aid Beauty facial radiance pads are good chemical exfoliants.

Nora Candreva

When I want a chemical exfoliant that nourishes my skin, I use the Dr. Dennis Gross Alpha Beta extra-strength daily peel pads.

I also loved using the First Aid Beauty facial radiance pads when prepping clients' skin at Sephora's Beauty Studio. They're a staple for preparing a good base to apply makeup to, and I've even found they work for people with sensitive skin.

For moisturizers, Skinfix products are my holy grail.
Blue Skinfix products on display at Sephira. Light-blue boxes of the Skinfix barrier+ skin barrier restoring gel cream sit next to containers of the cream
The Skinfix Barrier+ products can help restore skin health.

Nora Candreva

I suggest people with dry skin go for a cream-based moisturizer because it has a thick consistency that will lock in moisture.

I like a few Skinfix products, but the Barrier+ strengthening and moisturizing triple lipid-peptide cream hydrates and helps to restore the skin barrier.

The Biossance squalane-and-marine-algae eye cream is one of my favorite skincare picks.
A dark-green container of Biossance squalane + marine algae eye cream on a shelf in front of cream-colored boxes at Sephora
The Biossance squalane-and-marine-algae eye cream instantly brightens the skin.

Nora Candreva

My all-time favorite eye cream is the Biossance squalane-and-marine-algae product.

It's the ultimate one-and-done eye cream because it can firm and instantly brighten the under eyes. For an extra refreshing application, chill your eye cream in the fridge.

This story was originally published on March 18, 2024, and most recently updated on November 22, 2024.

Read the original article on Business Insider

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