When I, a humble gal from the Midwest, think of Kohl's department store, I think of my mom. Specifically, her brand of Midwestern mom sweaters, which you can often score for less than $10 (Such. Good. Sales.). Kohl's beauty section, on the other hand, isn't exactly top of mind.
But the last time I visited home and made the requisite trip to Kohl's, I was floored that the retailer started carrying Bliss — maker of my favorite summertime moisturizer (Bliss Fabulous Face Lotion SPF 15), which I've had to order online and wait a week for since Sephora stopped carrying the brand.
Turns out, Bliss was only the beginning — Kohl's is making major moves to step up its beauty section to compete with the likes of Target, which has become a beauty lover's paradise and an alternative to pricier department store beauty counters.
"Kohl's has placed strong emphasis on driving beauty since 2013, adding top national brands including Lorac, Cargo, Bliss, The Balm, Pür Cosmetics, and H2O Plus, among others," a spokeswoman told Women's Wear Daily. In 2016, the retailer upped the ante by adding professionally trained "beauty advisers" in all stores, according to the brand.
To step up its beauty game even further in 2018, the retailer just hired Bob Jezowski as vice president and divisional merchandise manager of beauty, who as WWD reports, has a rep for building up a brand's beauty chops. Jezowski was formerly in charge of the beauty department at Belk department stores, where he helped launch indie brands, such as Urban Decay, and raise the profiles of M.A.C., Benefit Cosmetics, Kiehl's, Nyx, Laura Geller, and Winky Lux.
Does this mean we might start seeing these brands at Kohl's (home of the massive sale?!)? To be determined, but one thing is certain: I'm looking forward to my next Kohl's trip.
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