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Department stores try to distinguish themselves as beauty lovers turn to TikTok and Amazon
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Customers walk into Macy's flagship store, Friday, Nov. 21, 2025, in New York. - photo by AP Photo/Yuki Iwamura
NEW YORK (AP) — It’s shoppers like Quinn Kelsey who keep department store executives up at night. The 38-year-old Denver resident gets makeup ideas from TikTok videos and other social media content, not salespeople at beauty counters. She uses an AI chatbot to get product recommendations that fit her budget and to see how a certain foundation or lipstick would look on her.