Beauty brand Glossier could also be officially expanding beyond its own stores and website for the primary time with Sephora, but savvy shoppers have taken to social media to report they’ve found the sought-after brand elsewhere — and at a reduction in addition — at TJ Maxx and Marshalls.

Other social media users have also recently found good deals at a combination of off-price retailers on high-end brands including: Laneige, Briogeo, Supergoop, Fenty Beauty, Smashbox, Estée Lauder, First Aid Beauty, Kylie Cosmetics and Nars, simply to name a couple of.

While beauty has long been a component of the off-price category, TJ Maxx, Marshalls, Nordstrom Rack and others have increasingly been getting access to in-demand beauty products over the past five years, and there are a couple of the reason why.

“Off-price retailers are probably the most opportunistic at any time when there’s any form of dislocation and clearly there was major dislocation in 2020, in order that they got their hands on plenty of inbound inventory, which allows them to stock into those sections with more consistency. It looked more like a standard merchandising assortment than it did this rummage sale one off,” Jefferies analyst Steph Wissink said.

“Stepping forward even one level further, you now have brands which might be open to the concept of really selling into off-price,” she continued. “The channel has been legitimized identical to the club channel or the dollar channel, and also you’re finding brands are constructing strategies. If you happen to walk right into a Nordstrom Rack store today, you will note daring displays of beauty brands and people aren’t inventory overrun. Those are products designed for the off-price channel — identical to fashion firms. The evolution is precisely the identical.”

Within the case of Glossier, some TJ Maxx and Marshalls stores, each a part of The TJX Corporations Inc., have recently stocked items similar to Generation G matte lip colours and Cloud Paint liquid blush, with reports that they’ve been flying off the shelves.

A spokesman for The TJX Cos. declined to comment. A source acquainted with the matter confirmed that Glossier, which recently appointed Kyle Leahy as its latest chief executive officer and is planning to open a store in Williamsburg, Brooklyn, Latest York, is offered in off-price retailers for a limited time.

In response to Wissink, the explanation more brands have been selling on to the off-price channel is because prior to now several years, these stores have gained access to higher frequency customers with household incomes which might be beginning to challenge the department shops.

“For plenty of these beauty firms, it’s not only a listing remediation destination, but in some cases it’s a strategic growth destination by way of where the buyer goes,” she added. “It’s not a lot a negative because it once was. Once we would find products from brands at off-price five, six years ago, we were apprehensive about their inventory management. Now, it’s a byproduct of the availability chain, but in addition it’s since the off-price retailers have built more robust customer databases that really legitimizes their customer frequency, and their average household income.”

Relating to the planned purchase model, brands and retailers sit down with buyers from the off-price category they usually construct a method around what products throughout the assortment would make probably the most sense, in accordance with Wissink.

More recently, there was one other consider the combination. After months of shipping delays triggered by the COVID-19 global pandemic, there was a hefty influx of orders, leading to oversupply, with anecdotal evidence that that is more an issue for retailers than brands themselves. Because of this, this has led to more products finding their way into the off-price channel.

In an earnings call with analysts to coincide with The TJX Cos.’ second-quarter fiscal 2023 results, when describing the favorable buying environment, president and CEO Ernie L. Herrman said: “I hesitate to make use of the word unprecedented however it is at a special level I’d say than we’ve seen and it’s across our good, higher and a best zones….for Q4 gift giving I believe we’re going to have a few of the most effective branded content we’ve had shortly.” And on one other earnings call, Burlington Stores’ CEO Michael B. O’Sullivan told analysts that the buying backdrop now “is best than it has been for years.”

“Many retailers and vendors overordered and overproduced versus what they’re now seeing of their sales trends,” O’Sullivan said concerning the increase in supply. “Also, I believe that retailers and vendors probably in-built a cushion to their orders to account for shipping delays, and people shipping delays have now eased, in order that they have an excessive amount of merchandise. And eventually, the combination of merchandise that the buyer is buying has really shifted, and I believe that’s taken some vendors by surprise. So, there are some categories where there’s now what I’d call a glut of supply.”

When asked if this buying environment will last, he responded that it is difficult to know. “If the economy weakens, then we could see much more merchandise sustainability. The opposite complicating factor though is the COVID[-19] situation in China. It’s hard to know what impact the recent shutdowns there could have. But they might create shortages later within the 12 months. That’s possible. But then again, if vendors overcompensate, then they might add to merchandise availability. We’ll should see.”

But with an oversupply of products, there are also concerns of a gray market when items are traded via unofficial distribution channels, with the chance that products might be nearing expiration and even be counterfeit. To avoid this, experts advise consumers to at all times check labels rigorously — especially expiration dates — before purchase.