via Business of Fashion · June 3, 2026
The Mall Mainstay Clawing Back Sephora Tweens
The teen-favourite retailer Urban Outfitters is banking on Gen-Alpha influencers and brands like Sol de Janeiro and Yes Day in its bid to become a ‘beauty empire.’
The Story
Urban Outfitters wants to be a serious beauty player, but 21-year-old Kristina doesn’t know that. When the recent college graduate had just arrived in New York from suburban Iowa, the first thing she wanted to do was “buy all the cool stuff that my cousins would have before I did.” (The second thing she wants to do is “find a good church.”)
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Original report
Business of Fashion
