Sephora topped engagement and rate, Amazon Beauty ran an “up to 30% off” event, and holiday and Halloween posts overlapped across 47 posts from eight US beauty retailers on TikTok, Oct 23–29, 2026.
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Beauty Bay, Gisou, and OLAPLEX organize gifting around recognizable looks and routines, giving the bundle a clearer purpose.
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The store is still central. Digital discovery travels with the customer.
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Social commerce has become a meaningful part of discovery and purchasing.
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AI is entering the research stage of the beauty shopping journey.
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