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Beauty

How Beauty Stores Have Changed During the Pandemic

Most retailers have had six months or more to remake the customer experience for the pandemic, from curbside pickup to virtual testers. Here’s what’s worked and what hasn’t.
Ulta Beauty has implemented safety measures during the pandemic, including greeters who take customers' temperatures at the door. | Source: Shutterstock
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Marisa Singh, a communications and marketing specialist from Auburn, Ala., didn’t even have to leave her car the first time she returned to Ulta Beauty after months of quarantining. She placed an order for Ouai leave-in conditioner and Not Your Mother’s sculpting gel on the retailer’s app to give her hair a break from pre-Covid-19 heat styling.

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