This month’s retail landscape spotlighted how global expansion, category disruption, and Gen Alpha targeting are shaping beauty’s next growth phase. Major retailers like Sephora, Ulta Beauty, Walmart, and Boots continued to flex their scale, bringing viral and niche brands into the mainstream with unprecedented speed. Science-backed skincare, bodycare-meets-fragrance hybrids, and K-beauty all surged, while luxury players like Bottega Veneta and Prakti Beauty carved out prestige footholds. The common thread: Retailers are betting on innovation, inclusivity, and cultural resonance to meet demand across every consumer touchpoint, from pharmacy aisles to luxury counters.Here are the retail moves that caught the attention of BeautyMatter’s editorial team this month.SephoraBubble made its Sephora Middle East debut this month at the retailer’s Dubai Mall flagship, the world’s top-performing Sephora location with an estimated 20,000 daily visitors. The launch underscores the Gulf region’s role as a critical entry point for US beauty brands, where in-store experiences and viral product demand converge to drive growth.Sincerely Yours, a Gen Alpha-focused skincare brand founded by 15-year-old influencer Salish Matter and her father, Jordan Matter, debuted at Sephora. Backed by CEO Julia Straus (formerly of Tula and Sweaty Betty), the brand launched with four dermatologist-developed products formulated with its signature “Barrier Friendly Formula.” Positioned as Sephora’s first clear bid for Gen Alpha’s wallets, the brand blended safety, efficacy, and elevated aesthetics shaped by input from an advisory board of teens and Matter’s 60,000-strong community.