From Pillow Talk to Power Moves: How Sleep and Local Stores Are Shaping Beauty’s Future

Once just a basic necessity, sleep has officially entered the beauty chat — as a status symbol. In today’s wellness-first world, a perfectly curated night-time routine is as much about appearance as it is about rest, with influencers flaunting their “sleep setups” like luxury handbags. Beauty brands are now turning to the nighttime economy with a new mission: helping consumers sleep better — and look better doing it.

Leading the charge is Estée Lauder, which recently appointed world-renowned sleep scientist Dr. Matthew Walker as its first global sleep science advisor. The brand has declared its intention to “own the night,” combining neuroscience with skincare innovation to develop products that promise deeper rest and rejuvenation. “Sleep is a very exciting territory for us,” says Jennifer Palmer, SVP of global skincare product development and marketing. “We want to have all the solutions our consumers seek.”

As the conversation shifts toward “beauty while you sleep,” it aligns with a wider cultural trend: routines that blend science, luxury, and self-care. From pillow mists and overnight masks to blue light-blocking skincare and smart sleep trackers, nighttime is the new prime time for beauty brands seeking emotional and physical transformation in a single ritual.

While giants like Estée Lauder double down on sleep science, British retailer Space NK is doubling down on geography — focusing on hyper-local retail to dominate the UK’s increasingly competitive beauty landscape. After exiting the U.S. market, the brand is now expanding rapidly at home, opening new stores in key locations like London’s Oxford Street, Birmingham, Chelmsford, Leicester, and Kent’s Bluewater Shopping Centre.

CEO Andy Lightfoot describes the approach as a “return to roots” strategy. The brand’s upcoming flagship in the former Topshop location on Oxford Street will span 4,600 sq ft and position Space NK next to Ikea, creating a prime footfall magnet for beauty shoppers. Another major flagship will open in Birmingham, marking the brand’s largest store outside of London.

The goal is to build 84 stores by the end of 2025, with a focus on personalized service, curated assortments, and becoming a local hub for beauty discovery. As global beauty titans invest in new territories — be it the night or the neighborhood — one thing is clear: today’s consumers are seeking products that not only work but also fit seamlessly into their lifestyle, values, and daily rhythm.

In a crowded market, success may now depend on how well a brand can help you unwind — or meet you just around the corner.