“Beauty Junkies” Shun Loyalty To Brands, Love To Experiment With Cosmetics

Many of today’s cosmetics consumers have become “beauty junkies” who love applying makeup, shun loyalty to one brand, and spend a lot of money – frequently – on a variety of brands. They  watch hours of beauty tutorials on YouTube, then take to the retail beauty aisles to hunt for products to experiment with. They’re more than happy to mix brands across price ranges and layer several products to achieve a specific look, a practice known as “cocktailing” in the $12 billion beauty industry. One of the biggest benefactors – perhaps creators – of the trend is Sephora, a retail  chain whose stores carry more than 200 brands. An "open sell" atmosphere puts prestige cosmetics into shoppers' hands, allowing for more testing and buying across a range of brands – the perfect environment for “beauty junkies”.