Long known for its counters in department stores and stand‑alone boutiques, M.A.C. is changing course. Estée Lauder’s beloved makeup brand will soon be stocked at retail giants Sephora and Kohl’s. The move follows the brand’s renewed push to capture younger, more diverse shoppers who prefer one‑stop beauty shopping and have flocked to multi‑brand retailers over the past few years.

For a brand whose identity has long been tied to exclusive counters and pro‑artist credibility, going mass is both strategic and risky. On one hand, it’s easier than ever to restock on Ruby Woo or Velvet Teddy; on the other, some long‑time fans worry the brand could lose some of its exclusive allure.

Yet the beauty landscape has shifted: Gen Z shoppers want convenience and curated experiences, and Sephora’s loyalty programme and Kohl’s department stores provide just that.

Wider distribution could reinvigorate sales and introduce new consumers to cult‑favourite products. M.A.C. also benefits from Sephora’s digital platform, which offers brand pages, social‑media integration and data analytics. Expect influencer hauls and makeup‑hack videos to surge the moment M.A.C hits those shelves.

At the same time, watch for the brand to maintain its artistry credentials through collaborations and limited‑edition lines to avoid being swallowed by the crowd.