Top Beauty Brands With Their Successful Omni CX Approach

7 Amazing Omnichannel Marketing Examples for Beauty Brands

In today’s digital-first world, shopping for beauty products isn’t just about walking into a store anymore—it’s about feeling seen, heard, and valued wherever we are, whether we’re online, scrolling through Instagram, chatting via live support, or visiting a flagship store. That’s where Omnichannel Customer Service comes in. As a beauty enthusiast, I’ve found it incredibly convenient (and frankly, impressive) when a brand remembers my shade match from a previous purchase or offers personalized tips via chat—regardless of whether I reached out on their app or through social media. It’s this seamless experience across every touchpoint that makes certain beauty brands stand out.

Let’s take a look at some top beauty brands that have absolutely nailed their Omni CX (Customer Experience) strategy, setting a gold standard for what modern beauty shopping should feel like.

1. Sephora: Personalization Meets Technology

Sephora is a trailblazer in creating a truly integrated experience. Whether you’re using their mobile app to test a lipstick shade with AR or chatting with a live beauty advisor on their website, the transition between digital and physical is smooth and intuitive. Their Beauty Insider program syncs across channels, letting users redeem rewards in-store or online. Sephora’s focus on customer data integration allows them to offer hyper-personalized recommendations—a game-changer in CX.

2. L’Oréal: Empowering Beauty Through Innovation

L’Oréal has embraced omnichannel strategy not just to sell, but to connect. Through virtual try-ons, personalized skin consultations, and content-rich eCommerce platforms, L’Oréal creates an immersive environment for consumers. Their acquisition of AR and AI startups shows just how seriously they take innovation. What’s more, L’Oréal’s loyalty programs and communications remain consistent whether you’re engaging with a brand like Maybelline or Lancôme—making every interaction feel familiar and cohesive.

3. Estée Lauder: Luxury Service, Everywhere

Estée Lauder understands that luxury isn’t just about product quality—it’s also about how you’re treated. Their omnichannel strategy includes live consultations, tailored email campaigns, and follow-ups that make online shopping feel as attentive as an in-store visit. Their website remembers your preferences and history, while their in-store beauty advisors have access to that data to continue the conversation face-to-face.

4. Glossier: Digital-Native Done Right

As a brand that started online, Glossier is the poster child for cohesive digital experiences. They’ve built an engaging, community-driven platform where social media, eCommerce, and customer support all speak the same language. Whether you’re sliding into their DMs or browsing product reviews on their site, Glossier’s tone and service are consistent, friendly, and deeply customer-centric.

5. Fenty Beauty: Inclusivity That Resonates Across Channels

Fenty Beauty’s mission of inclusivity is more than a brand promise—it’s embedded into their entire customer journey. Their product range, marketing campaigns, and store experiences all speak directly to a diverse, global audience. Online quizzes, mobile-first content, and responsive customer support make it easy to find the right match, wherever you are. Rihanna’s brand proves that when your message and service are aligned across platforms, customers feel empowered and understood.

Omnichannel CX: More Than a Trend

From our perspective as users and customer experience professionals at DialDesk, it’s clear that these brands aren’t just reacting to trends — they’re shaping them. By adopting a customer-first mindset powered by tech-enabled infrastructure, they ensure every interaction feels intentional, unified, and personal.

And at the core of this seamless experience is the Omnichannel Contact Center — the behind-the-scenes powerhouse that connects chatbots, social DMs, phone calls, emails, and live agents into one cohesive system. It’s what allows a customer to start a query on Twitter, get follow-up via email, and finalize a purchase via a call — without repeating themselves even once.

At DialDesk, we believe any brand — beauty or beyond — can learn from these leaders. The key lies in seeing every channel not as a silo but as a thread in a continuous, connected customer story.

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Frequently Asked Questions

I’ve noticed brands like Sephora and L’Oréal always feel one step ahead—whether I’m shopping online or walking into a store. Their secret? A seamless experience across every touchpoint. Sephora, for example, syncs my in-store purchases with my app, sends personalized offers, and even remembers my product preferences. L’Oréal uses AI-driven virtual try-ons and keeps that experience consistent from web to mobile to in-store. It’s like they know what I want before I do.

Honestly, I used to get frustrated when online info didn’t match what I saw in stores. But brands like Estée Lauder and Fenty Beauty have cracked the code. They unify their data across platforms, so the emails I get actually reflect my recent purchases or what I browsed. I can start shopping on my phone, pick up in-store, and get personalized follow-ups that actually make sense. It feels smooth and effortless—like they value my time.

Absolutely. I didn’t realize how much until I switched to brands like MAC and Glossier. When I get real-time inventory updates, book in-store consultations online, and even see my loyalty points update instantly, it makes me more likely to stick with them. The convenience and personalization save me time and make the whole beauty-buying journey more enjoyable.

From my perspective, it’s definitely more than marketing fluff. Brands like Clinique and Charlotte Tilbury are integrating real tech—AI, AR, smart chatbots, and CRM systems that track preferences and behavior. I’ve tried virtual try-ons that are scarily accurate and chatted with bots that actually helped. It’s clear they’re investing in tools that make the customer journey more intuitive, not just prettier ads.

Good question—and I used to think the same. But once you’ve shopped with a brand that gets you across every touchpoint, it’s hard to go back. When my online cart is remembered in-store, or I get a reminder about a product I loved last year, it feels like the brand is paying attention. It’s not just about convenience—it’s about feeling seen and valued. That’s what makes me a loyal customer.

Author Profile

Varuna Raghav
Varuna Raghav
As a CX and marketing specialist, Varuna Raghav has more than 15+ years of experience in her name. Her enriching input has been valuable to the brands and organizations she's worked with.

2 responses to “Top Beauty Brands With Their Successful Omni CX Approach”

  1. As a customer care representative, I spend most of my time looking for ways to better serve our customers. This blog has some great tips that will definitely be useful in the future.

  2. I really appreciated reading this blog post! As a customer care representative, I am always trying to find ways to improve my skills and provide the best possible service to our customers. This article had some great tips that I will definitely be using to improve my performance. Thank you for taking the time to write this and sharing your insights!


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