Beauty Barrage surveyed 400 members of its field team, and 76.4 percent of brand advisers named one problem above all: shoppers cannot try products in-store.

The field sales company, which works with retailers including Sephora and Ulta Beauty, released the findings in a new report on how the consumer journey is evolving at beauty retail.

"The path to purchase may begin on TikTok, but beauty retail still comes down to a person standing in front of a product and deciding whether it is right for them," said Sonia Summers, founder and chief executive officer of Beauty Barrage, in a statement. "That decision gets easier when shoppers can try the product and get a clear, credible answer."

Where does discovery happen?

More than 67 percent of advisers said shoppers cite TikTok as their main source for brand and product discovery. Roughly 75 percent said consumers want brief, helpful guidance — not a high-touch consultation, and not being left alone to browse.

The survey lands at a turning point for the channel mix. Data from NIQ shows that in the U.S., online overtook brick-and-mortar as beauty's most significant sales channel in 2025 for the first time. For physical retailers, differentiated in-store experiences now carry more weight, not less.

What do shoppers actually need help with?

The advisers identified clear gaps:

• Half said the most common assistance shoppers need is learning how to use a product.
• Roughly 33 percent said the most effective demonstration is applying the product directly on the consumer.
• Customers are most often confused about product information, making in-store education a powerful converter, or about choosing the right shade of a makeup product.

The message is consistent: testers and teaching convert better than scripted selling.

When should retailers schedule events?

In-store events drive engagement, the advisers reported, with the hours between noon and 3 p.m. the busiest event window. Roughly 44 percent said a gift with purchase is the top incentive customers want to receive.

For retailers and brands weighing where to put field staff and demo budgets, the data points to early-afternoon slots, hands-on application and trial access — the exact elements shoppers say are missing when they walk a beauty floor.