Architectural design plays a critical role in shaping consumer behavior, influencing customer engagement, emotional connections, and decision-making processes. This study explores the key theme of how architectural design elements—lighting, spatial layout, sensory stimuli, and digital interfaces—affect consumer experiences and brand perception in beauty retail environments. However, research often examines these factors individually, failing to consider their combined effects. The beauty retail sector, including brands such as Sephora, relies on immersive design strategies to enhance customer satisfaction and brand loyalty. This study employs a systematic review, synthesizing literature from Google Scholar, Scopus, Web of Science, and Emerald Insight to identify patterns and research gaps. Key findings show lighting shapes brand identity and mood, store layout guides movement, sensory design enhances emotional engagement, and digital tools personalize experiences. These insights emphasize the importance of aesthetic coherence and psychological design strategies in guiding consumer choices. Future research can incorporate quantitative eye-tracking experiments to measure consumer attention in different layouts and qualitative ethnographic studies to observe real-time customer responses in the beauty retail environment.
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