Macy’s beauty services are positioned as in-store experiences that combine education, customization, and hands-on application across eyes, lips, brows, face and complexion. The program is built around brand-partnered artists and aestheticians who deliver personalized sessions in select stores. The service portfolio spans foundational matching, technique master classes, brow architecture, lash and line work, and skin-focused consultations. The framework emphasizes one-on-one guidance and small group learning, with availability varying by location and brand.
The free element within the broader paid services ecosystem is the Skin Pro consultation. This service evaluates skin’s health, concerns, and desired skin-care benefits to suggest the ideal products for a unique lifestyle. The consultation is described as a free service. Benefit services are not free. In-store only availability applies to the overall program, and many offerings are noted as available in select stores.
In-Store Availability and Service Model
Services are delivered in stores only. The model relies on brand artists and highly trained aestheticians who provide personalized instruction and application. Master class formats are offered one-on-one or with small groups. The program covers multiple brands and categories, with some services limited to select locations.
The service model includes:
- Personalized master class led by a Laura Mercier Artist
- Custom color mixing for brows
- Custom foundation matching for complexion goals
- Skin Pro evaluation with barrier tabs measurement of surface-level oil
Availability notes appear throughout the reference material:
- In stores only
- Available at select locations
- Available in select stores
These qualifiers indicate that a service may not be uniformly offered across the Macy’s footprint and that visitors should confirm presence at their local store.
Eyes Services and Techniques
Eye-focused services emphasize technique mastery and product exploration. The curriculum includes shadow application, tightline technique, winged liner creation, smokey eyes, and radiant neutral eyes.
Specific eye offerings include:
- Focus on eyes: Master eye-makeup techniques, including shadow application, perfectly shaped brows, and Laura’s signature tightline technique
- Eye inspiration: Fall in love with endless eye looks that take your makeup to new heights—mix and match MACstack with iconic shadows in creamy, powder, liquid, metallic, or glitter textures
- Lash & line: Line, define, and lash out with mascaras, false lashes, and pigmented liners
- Master one of the most popular eye techniques for any occasion
- Radiant eyes: Get a glam neutral eye that complements any makeup look
- Winged liner: Learn how to create the perfect eye-opening effect
- Smokey eyes: Master one of the most popular eye techniques for any occasion
- Radiant eyes: Get a glam neutral eye that complements any makeup look
- Eye mask: Infused with collagen & flower extracts, this hydrogel eye mask will brighten, hydrate, and smooth the under-eye area
The eye category is presented as both instructional and product-driven, with emphasis on texture variety and technique repetition for versatility across occasions.
Lips Services and Finishes
Lip services focus on precision artistry, shade selection, and finish customization. Instruction covers lining, filling, and finishing, with exploration of gloss, liner, balm, matte and glossy results.
Specific lip offerings include:
- Your perfect lips: Learn to line, fill, and finish lips with precision artistry
- Love your lips: Mouth off with vibrant shades and power hues that are right for you. Whether glosses to liners and balms, you’ll find a forever favorite
- Bold matte lips: Get your pout just right with the perfect hue for you
- Glossy lips: Create customized full lips with a mirror-like finish
- Pout Perfection: Delight in lush glosses & luxurious lipsticks for a lip look that speaks volumes
The lip segment is framed as a discovery process for individual shade and finish preference, with services supporting both everyday wear and statement looks.
Brows Services and Architecture
Brows receive extensive coverage across shaping, tinting, lamination, waxing, tweezing, trimming, and threading. Services aim for editorial to natural outcomes with longevity claims.
Specific brow offerings include:
- Wow brows: Sculpt, shape, and highlight your beautiful brows for every kind of look—editorial to natural—with our signatures, like the Eyebrow Styler
- Set and straighten brows into a full, feathery shape for up to 8 weeks
- Brow tinting: Try a tint
- Lamination: Lifted brows that last
- We’ll mix up a custom color that will enhance your natural brows
- Available at select locations. Add in another brow service while you’re at it!
- Signature brow wax: The quickest way to flatter & enhance your best features for good-brow days ahead
- Brow tweeze: The most detailed & accurate approach to achieving your desired shape
- Brow trim: The low-maintenance way to keep your brow line in tip-top shape
- Brow & facial threading: Our threading services are a quick & gentle alternative to waxing. Choose between brow, lip, chin, or sides threading. Or choose to combine more than one threading service
- Get brows that wow: Frame your eyes with the latest techniques for feathered, defined, or sculpted brows
- Signature brows: Learn how to create a customized brow look using award-winning products
- Sculpted ombré brows: Get perfectly shaped brows with an ombré finish
The brow portfolio combines service treatments with educational components, including custom color mixing and technique instruction.
Face and Complexion Services
Complexion services center on foundation matching, layering for finish, glow and contour, and skin health evaluation. The skin care side includes consultation and product-focused treatments.
Specific face and complexion offerings include:
- Your perfect foundation match: Find the ideal foundation that meets your unique skin goals. From dewy- to matte-finish options, flawless skin is easy
- Find your perfect foundation match: Whether you’re looking for your correct shade, desired coverage type, or application techniques, we’ve got your complexion needs covered
- Stick to flawless: Achieve complexion perfection by layering products for a flawless natural or full-coverage finish
- Glow + contour: Highlight your best features for a look that goes from day to night
- Complexion Enhancers: Effortlessly enhance your look with a blendable blush, creamy contour, or hint of highlighter
- Facial wax: Our highly trained aestheticians make unwanted fuzz on your lip, chin & sides disappear in minutes
- Reset and refresh: When your skin is happy, so are you
- We’ll help you curate a skin care routine that will have you feeling renewed
- Skin Pro consultation: A free service that evaluates your skin’s health, concerns, and desired skin-care benefits to suggest the ideal products for your unique lifestyle
- The Kiehl’s ultra-facial: Restore optimal skin health by achieving a balance of hydration levels and barrier strength for supple, ultra-hydrated skin
- Pore no more: Transform your skin with our ultimate pore-clearing and blemish-busting products for the appearance of minimized pores and a flawless complexion
- Calming glow: Say goodbye to uneven skin tone and dullness. Unleash visibly brighter, smoother skin that radiates a healthy glow
- Super youth boost: Reveal a more youthful complexion by targeting the visible signs of aging, such as wrinkles or loss of firmness, to leave your skin looking and feeling rejuvenated
- Barrier tabs: Our Skin Pro will measure the surface-level oil on your skin to help evaluate your skin’s health
The face and complexion category bridges makeup application with skin health diagnostics, with the Skin Pro consultation explicitly identified as free.
Spotlight Services and Brand Partnerships
Focused service bundles highlight multiple features in one session. The spotlight approach groups eyes, lips, and cheeks for combined enhancement.
Spotlight on eyes, lips & cheeks includes:
- Pout Perfection: Delight in lush glosses & luxurious lipsticks for a lip look that speaks volumes
- Complexion Enhancers: Effortlessly enhance your look with a blendable blush, creamy contour, or hint of highlighter
Brand-specific master classes are offered, notably:
- Master class: Learn Laura’s techniques in a personalized master class led by a Laura Mercier Artist. Available one-on-one or with small groups
- Focus on eyes: Master eye-makeup techniques, including shadow application, perfectly shaped brows, and Laura’s signature tightline technique
Other services extend beyond makeup into fragrance:
- Signature scent: Capture life’s most important moments through fragrance wardrobing and application
Service Category Overview
| Category | Representative Services |
|---|---|
| Eyes | Eye inspiration with MACstack, Lash & line, Radiant eyes, Winged liner, Smokey eyes, Eye mask with collagen & flower extracts |
| Lips | Your perfect lips, Love your lips, Bold matte lips, Glossy lips, Pout Perfection |
| Brows | Wow brows, Brow tinting, Lamination, Signature brow wax, Brow tweeze, Brow trim, Brow & facial threading, Sculpted ombré brows |
| Face & Complexion | Foundation match, Stick to flawless, Glow + contour, Skin Pro consultation, Kiehl’s ultra-facial, Pore no more, Calming glow, Super youth boost |
Free vs Paid Positioning
| Service Type | Cost Note |
|---|---|
| Skin Pro consultation | A free service that evaluates your skin’s health, concerns, and desired skin-care benefits to suggest the ideal products for your unique lifestyle |
| Benefit services | Benefit services are not free |
| Master class, brow treatments, facial wax, threading, etc. | Paid services, in stores only |
The distinction is important for consumers evaluating trial opportunities. The free Skin Pro consultation provides entry-level skin assessment without purchase obligation, while technique classes, brow architecture, and aesthetic treatments are paid offerings.
Service Combinations and Customization
The program encourages bundling. Messaging includes “Add in another brow service while you’re at it!” and “Or choose to combine more than one threading service.” Customization is a core theme:
- Custom color mixing for brows
- Custom foundation matching for dewy- to matte-finish goals
- Customized full lips with mirror-like finish
- Curated skin care routine
The customization language reinforces a consultative retail experience rather than transactional product sales.
Example Service Flow Representation
``` Eyes - Technique class - Product exploration - Treatment: Eye mask
Brows - Shape - Tint - Lamination - Wax / Tweeze / Trim / Thread
Lips - Line / Fill / Finish - Shade matching - Finish selection: matte / glossy
Face & Complexion - Foundation match - Layering - Glow + contour - Skin Pro consultation [free] ```
Conclusion
Macy’s makeup services are structured as in-store, brand-partnered experiences that emphasize personalized instruction and customized application. The portfolio spans eyes, lips, brows, and face & complexion with technique master classes, product exploration, and aesthetic treatments. The only explicitly free offering in the reference material is the Skin Pro consultation, which evaluates skin health, concerns, and desired benefits to recommend products, with barrier tabs measurement of surface-level oil to inform assessment. All other services, including Benefit services, are not free.
Availability is constrained by location. Many services are noted as in stores only, available at select locations, or available in select stores. Brow custom color mixing, lamination, threading combinations, and signature scent services are examples of location-dependent offerings. Consumers seeking trial experiences should expect paid service fees for technique classes, brow architecture, waxing, threading, and makeup application sessions, with the free Skin Pro consultation serving as the entry point for skin health evaluation and product guidance.
The service architecture aligns with a trial-to-purchase model: free consultation for skin assessment, followed by paid technique classes and treatments that deliver immediate aesthetic results and product discovery.