While department stores are seeing a steady decline, living in a seemingly endless season of deep discounting, the makeup industry is in the midst of a boom. Spending on beauty and personal care is growing more quickly globally than spending on apparel and footwear, according to data from the market research firm Euromonitor International.

As US department stores increasingly close down, the era of the in-store beauty counter may be coming to an end, but standalone beauty retailers are apparently getting a boost from the rise of the selfie. Shoppers are emulating the looks they see on platforms such as Instagram or Pinterest.

“Social media is shaping consumer behavior,” Shelley Haus, vice president of brand marketing at Ulta Beauty told WWD. “Scrolling through Instagram, the pictures and videos bring things to life in a way that’s superabsorbable. [Consumers] go to Instagram for beauty inspiration and to learn how to wear this or do that. They relate in a really…