The retail sector has been challenged in recent years by the fast-growing ecommerce. On the other hand, the beauty and cosmetics products market are one of the biggest in Brazil and most of its sales are still made on physical stores. In order to attract a more connected and demanding consumer, many companies are trying to reinvent their stores. This exploratory study has tried to understand how female consumers perceive their experiences in physical stores. Both in-depth interviews and shadowing visits were conducted. The results suggest consumers are looking mainly for a wide variety of products, so the stores need to foccus on organization and layout aspects of their atmosphere.