How top beauty brands deliver omnichannel CX

Beauty shoppers move fast. They browse on Instagram, compare products on mobile, ask quick questions over chat, then walk into a store expecting the same level of help. That shift has turned customer support into a core part of the buying experience.

For beauty brands, omnichannel CX isn’t a trend or a nice extra. It’s how you keep shoppers engaged and confident while they move across channels in their own way. The brands performing best today have built support operations that stay consistent and helpful no matter where a conversation starts.

Here’s a closer look at what those leaders are doing well and the practical lessons any growing beauty brand can apply.

Why omnichannel CX matters so much in beauty

Beauty brings a mix of challenges that make CX more complex than in most retail categories. Customers often need guidance before they buy, especially when choosing shades, understanding ingredients, or building routines. Traffic can spike suddenly around launches, influencer moments, and seasonal promotions. Personalization plays a major role in conversion, and shoppers expect quick responses that feel tailored. And with customers spread across time zones, support volume rarely stays predictable.

A strong omnichannel system helps brands stay responsive and consistent even when demand and expectations shift.

5 beauty brands setting the standard

Sephora: Personalization from connected data

Sephora is known for pairing beauty expertise with smart technology. Their app, in-store consultants, Beauty Insider program, and virtual try-on tools all share the same customer profile, which is why the experience feels connected even when shoppers switch channels. Advisors can see what customers browse, buy, and test, so recommendations stay relevant everywhere.

Key takeaway: Personalization works when advisors have access to shared, accurate customer data. Without that foundation, it’s tough to deliver a smooth, consistent experience.

L’Oréal: Innovation supported by strong processes

L’Oréal operates across a wide range of brands, yet their customer experience feels cohesive. Virtual try-ons and diagnostics help customers explore products, and support teams reinforce those recommendations with clear guidance. Behind the scenes, advisors follow structured processes and training that keep the experience familiar across regions and product lines.

Key takeaway: Innovation only improves CX when teams know how to use it. Tools matter, but consistency comes from training and process.

Estée Lauder: High-touch service at scale

Estée Lauder has built its reputation around luxury-level service, and that approach carries into support. Customers get tailored recommendations and thoughtful follow-up, whether they’re speaking with an advisor online or in-store. Advisors reference customer history and preferences so interactions feel more like a continued conversation than a reset.

Key takeaway: High-touch service doesn’t need to slow teams down. With the right information and workflows, advisors can deliver a premium experience at scale.

Glossier: A consistent brand voice everywhere

Glossier’s voice is core to their brand, and they’ve extended that tone into support. Conversations feel friendly, clear, and aligned with how the brand communicates everywhere else. Advisors stay consistent across chat, social, and email because the brand invests in guidelines, training, and quality checks that keep messaging on track.

Key takeaway: A strong brand voice improves the support experience, but it only stays intact when it’s trained and reinforced across the team.

Fenty Beauty: Making inclusivity practical

Fenty’s commitment to inclusivity shows up across the customer journey. Discovery tools make it easier to explore products, but advisors play a big role in helping customers find the right match across a wide shade range. Their teams are trained to understand complexion nuances and undertones, which makes recommendations feel personal and accurate.

Key takeaway: Inclusivity in CX means removing friction. When advisors know the product range well, customers get clearer, more confident guidance across channels.

What makes omnichannel CX work behind the scenes

Great omnichannel CX starts with operations, not tools. Technology helps, but the real impact comes from the systems that keep teams informed, fast and consistent.

Strong CX operations usually include a few essentials. Advisors can access customer context, including past conversations and orders. Staffing can scale during high-volume periods like launches and seasonal peaks. Product training goes deep enough for advisors to guide customers through complex choices. Support is available across email, chat, social, and phone. And ongoing quality checks keep messaging, tone, and accuracy aligned.

Most growing beauty brands know what great CX looks like. The challenge is building the operational foundation while everything else in the business is moving quickly.

How Influx helps beauty brands deliver omnichannel CX

Influx provides managed support teams for beauty and eCommerce brands. We focus on consistent, high-quality service across every channel without adding hiring or operational overhead to your team.

Here’s how we support beauty brands. We build and manage your support team, including hiring, training, scheduling, and QA. We document your brand voice so advisors stay consistent across shifts and channels. Our coverage scales during product launches, promotions, and seasonal peaks. We handle email, chat, social, SMS, and phone within one managed operation. And our pricing stays predictable, which makes it easier to plan support as you grow.

You stay focused on product, brand, and growth. We manage the day-to-day work of helping customers feel supported.