Anthropologie is upping its beauty assortment and creating in-store beauty installations as it sees more demand for the category.

Anthropologie sells dozens of beauty products across skin care, fragrances, makeup and more, with a mix of national brands (like Phlur and L’Occitane), as well as private-label ones (like Maeve). After adding more SKUs, the company is finding that its typical apparel customers are increasingly shopping beauty. Over the past 12 months, one in six Anthropologie customers bought a beauty product, with hair care emerging as one of the fastest-growing categories.

The multi-branded advent calendars are particularly helping to drive engagement and customer acquisition. Anthropologie has sold a 24-day version since 2018, but last year, it introduced a 12-day version, as well. Per Anthropologie, 24% of people who buy the advent calendar are new to Anthropologie. Nearly half (47%) are new to Anthropologie Beauty. Twenty-four percent buy the calendar more than once, and 30% purchase two or more calendars. One person even bought 33 calendars in a single transaction.

The calendars take a year to develop, and they contain a mix of popular and newer SKUs. “We’ll say, ‘Ok, Phlur, we want your best body mist. We see it’s this — can we do a mini size?’” Thrasher explained. “We want it to be the the best of the best for the customer.” This year, hair care is especially popular — especially when it comes to serums and dry shampoo — so Anthropologie is including six hair-care items in the calendar, up from two last year. Overall, there will be nine new participating brands.

Anthropologie is giving its beauty business a makeover