Everything really is bigger in Texas — including luxury beauty sales.
It’s the influx of new residents due to the pandemic, the glamourization and renovations of malls and shopping centers, and a reason to go out again with social happenings and events throughout the city.
“Dallas people are very loyal,” she adds. “They look things up, study it, and they’re not just blindly following trends. Dallas is a top-three market for us and it’s not just because I live here.” To that end, events are incredibly important to the Dallas consumer. There’s a certain flakiness that can be had on the East and West coasts, but in Dallas, the customer always shows up. Jamie O’Banion, Dallas-based CEO and founder of BeautyBio, shared an example of a Nordstrom event where the brand transformed the entire handbag section and built an immersive BeautyBio space.
“The person who lives in Dallas is generally educated on skin care treatments and plastic surgery,” says Dallas resident Leigh Quilhot, senior director of merchandising at Bluemercury. “They have a great relationship with their dermatologist, so in skin care or hair care, for example, they’re very engaged with products that extend and amplify treatments.”
Adwoa Beauty founder and CEO Julian Addo agrees. “From a business standpoint, it’s a major city, and it moves like a major city, but it’s not as expensive,” she says. “We are located downtown; we have two spaces overlooking the skyline of downtown Dallas. I would probably not be able to do this in NYC or L.A., especially when we first started. So Dallas is cost-effective even though it’s gone up quite a bit.
“The Cache in Dallas is our top store for those brands,” says Quilhot. “The Dallas customer doesn’t just want the brand that everyone else is purchasing. We’ve seen a demand for items like Higher Dose sauna blankets, which is pretty niche. Things like beauty tools and supplements require someone to be really engaged and knowledgeable about beauty, which speaks to the level of awareness of that consumer.
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