Macy's is reimagining its approach to beauty retail under Nata Dvir, the department store's chief merchandising officer, who is pushing beyond traditional counter models toward more integrated, experiential strategies.
Rather than treating beauty as isolated brand counters scattered across floors, Dvir is designing beauty as a connective ecosystem within the store. The shift reflects a broader recognition that modern shoppers expect immersive brand experiences, not just product displays. This means creating zones where customers can move fluidly between skincare, makeup, and wellness offerings while discovering complementary brands and services.
The strategy addresses a persistent weakness of traditional department stores. Sephora and Ulta have captured younger consumers partly through their curated, discovery-focused environments. Macy's beauty business has lagged as a result. By prioritizing how customers experience beauty discovery and education, the retailer aims to reclaim relevance in a category where margins remain strong but foot traffic has declined.
Dvir's approach likely includes deeper brand partnerships, personalized consultations, and possibly sampling programs that transform beauty from a passive browsing experience into an active engagement. Department stores historically relied on brand reps at individual counters. The new model invites Macy's to play a more active merchandising role, suggesting products based on customer needs rather than brand placement fees alone.
This matters because beauty is one of few categories where department stores still compete effectively against specialty retailers and e-commerce. Gross margins in beauty run 40 to 50 percent, substantially higher than apparel. If Macy's can convert foot traffic into loyalty through better beauty experiences, it strengthens the entire store visit.
The risk remains execution. Department store operations are complex, and creating truly seamless beauty experiences requires staff training, inventory coordination, and a willingness to reduce individual brand autonomy. Whether Macy's can execute this vision at