Keeping up with the latest beauty hacks and makeup trends ain’t cheap. On average, millennials spend $2,670 on beauty and cosmetic products per year, with GenZers spending $2,048 annually, according to a report commissioned by Lending Tree. With BeautyTok on the rise, 46 percent of U.S. consumers say that social media has exacerbated their shopping habits, with a combined 54 percent of millennials and GenZers admitting they’ve gone into debt over beauty purchases.
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Now, in 2025, customers are getting strategic with their spending. Enter: Happy Beauty Co., a new chain of brick-and-mortar beauty stores that offer high-quality products at bargain prices. The discount retailer, which is backed by Sally Beauty, has even earned high praise from shopping influencer @itsalexissimone, whose makeup reviews and unboxing videos rake in millions of views.
“There’s a new affordable makeup store. Why’s nobody talking about this?” she said in a recent video after visiting her neighborhood Happy Beauty Co. location for the first time.
@itsalexissimone Replying to @Bama ummm if you are a makeup girly you need to check out Happy Beauty Co!! I stumbled upon this store and it’s all the vital affordable makeup brands IN PERSON #happybeautyco #happybeautycohaul #affordablemakeup #affordablemakeuphaul #newmakeup #makeuphaul #affordablebeauty
At Happy Beauty Co., all products cost $9.99 or less, and in lieu of a traditional rewards or loyalty program, the store offers exclusive incentives for every $25 spent. Customers receive a special token for the Bonus Bliss Machine, which dispenses deluxe-size samples from recognized brands.
According to @itsalexissimone, the store is “set up like an Ulta” with product displays organized by brand and type (skincare, makeup, haircare, etc.). Happy Beauty Co. even sells indie beauty brands like Moira Cosmetics, whose products are typically only available for purchase online—meaning, you can’t sample or color swatch items in person. Customers can also shop viral brands like Estate Cosmetics, L.A. Colors, L.A. Girl, KimChi Chic Beauty, and J.Cat Beauty.
“This store is insane. It’s like TikTok in real life…typically you have to buy [items] online, but it’s at the store,” she said during a shopping haul video.
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Also, Happy Beauty Co. is quickly becoming a go-to destination for luxury perfume dupes.
“There was a section of the store that was all affordable fragrances that are dupes for expensive ones,” @itsalexissimone revealed. She scored a $10 dupe for Tom Ford Soleil Blanc Eau de Parfum that “smells delish.”
“This store is insane!” she raved. “I’m floored.”
Currently, Happy Beauty Co. operates 20 locations in Arizona and Texas and plans to expand to other cities soon. Their inventory features over 7,000 new products from 80 global brands, ranging from makeup and fragrance to nails and skincare—all of which cost $10 or less.
“The launch of Happy Beauty Co. coincides with the rising demand for affordable beauty options, with 31 percent of global consumers expressing their intent to increase visits to discount stores,” consultancy company JLL Design Solutions said in a 2023 press release.
Shoppers can also take advantage of the Bonus Bliss Machine, photo booths, and product trials.
“All of this for $36, like no tea, no shade, but you couldn’t even get one product from Sephora for that,” quipped @itsalexissimone. “This store is worth checking out…it’s a yes from me.”
