Sephora
Retailer / private label
UnclaimedA global beauty retailer combining open-sell stores, digital commerce, prestige brands, and the Sephora Collection private label.
Last updated October 17, 2026
Overview
Sephora is a French multinational retailer specializing in cosmetics, skincare, fragrance, haircare, body care, nail products, and beauty tools. The business was founded in Limoges in 1969 and first launched in Paris in August 1970. Its name is derived from Séphora, the French form of Zipporah, a biblical figure. Sephora became particularly influential through an open-sell, assisted self-service retail model that allowed customers to handle and test products rather than relying on traditional counter-based selling. Dominique Mandonnaud is credited with developing this format and using it to distinguish Sephora from conventional department-store beauty retail. In 1993, Mandonnaud acquired Sephora and combined it with his own perfume-store network, expanding the name into a broader retail concept. The brand opened a major flagship on Paris's Champs-Élysées in 1997. That year, Mandonnaud and his partners sold Sephora to LVMH, which used its luxury, retail, and international operating capabilities to accelerate the chain's expansion. Sephora subsequently developed into a multi-brand platform carrying hundreds of prestige and emerging labels alongside its own Sephora Collection line. The retailer's assortment spans makeup, skincare, fragrance, hair products, body care, nail polish, accessories, and professional-style beauty tools. Its stores generally emphasize discovery, product testing, visual merchandising, beauty services, and staff assistance. Sephora also operates websites and digital services in multiple markets, integrating product reviews, loyalty programs, tutorials, sampling, personalized recommendations, and omnichannel fulfillment. The company has used partnerships and shop-in-shop formats to reach customers beyond its standalone stores, including its former relationship with JCPenney in the United States and its continuing Sephora at Kohl's presence. International growth began early in North America: Sephora opened its first U.S. store in New York City in 1998 and launched a U.S. online store in 1999. The Canadian business followed with a Toronto store in 2004 and an online operation in 2003. Sephora entered Australia in 2014 and expanded into the Middle East from 2007, establishing stores and later e-commerce operations in countries including the United Arab Emirates, Saudi Arabia, Bahrain, Qatar, and Kuwait. The Dubai Mall location became one of the brand's most prominent stores in the region. Sephora also expanded its digital footprint through the 2021 acquisition of Feelunique, a United Kingdom online prestige-beauty retailer. The brand's retail identity is built around accessibility to prestige beauty, breadth of choice, experimentation, and a comparatively modern and inclusive shopping environment. Sephora has also invested in diversity initiatives and public-facing campaigns after criticism concerning alleged racial profiling. Its large-scale North American diversity training in 2019 formed part of the We Belong to Something Beautiful initiative. In addition to standalone stores and e-commerce, Sephora has pursued department-store and mass-retail partnerships, subscription and sampling concepts, brand collaborations, pop-ups, and technology-enabled services. It remains an active LVMH-controlled international beauty retailer, although market-by-market store counts, management structures, and product assortments vary.
History
Sephora originated in France in 1969 and was first launched in Paris in August 1970. The brand name references Séphora, the French form of the biblical name Zipporah. Its most important early strategic development was Dominique Mandonnaud's open-sell retail concept. Rather than placing beauty products behind individual counters, the format encouraged shoppers to browse, test, compare, and receive assistance before purchase. Mandonnaud acquired Sephora in 1993 and merged it with his own perfume chain, creating a larger network under the Sephora name. During the 1990s, Sephora broadened beyond fragrance into a wider beauty assortment. Its Champs-Élysées flagship, opened in 1997, symbolized the brand's increasingly prominent position in French retail. In July 1997, LVMH acquired Sephora from Mandonnaud and his partners. Under LVMH ownership, Sephora benefited from the group's international reach and retail expertise while retaining a distinctive, experimentation-oriented store identity. The assortment developed to include cosmetics, skincare, fragrance, haircare, body care, nail products, and beauty tools from hundreds of brands, supported by Sephora Collection. Internationalization accelerated after the LVMH transaction. Sephora entered the United States with a New York store in 1998 and launched American e-commerce in 1999. Canada received its first store in Toronto in 2004, while the Canadian online operation had launched in 2003. Sephora began opening stores inside JCPenney in 2006, using a smaller shop-in-shop format to expand its U.S. reach. That relationship later ended after the parties did not renew their agreement, and Sephora shifted its major U.S. department-store partnership to Kohl's, announced in 2020 and launched in 2021. The Middle East became another important growth region from 2007. Sephora opened stores in Bahrain and the United Arab Emirates before extending its network across several Gulf markets. The Dubai Mall store became a leading regional location, and online shopping was later introduced in the region. The company also entered Australia in 2014 and continued developing its global digital and physical presence. In 2015, it tested Play! by Sephora, a monthly sample-box service that expanded nationally in the United States in 2016. The service ended in 2020 and was replaced by a non-subscription sampling concept known as Sephora Luxe. Sephora's growth has also involved digital acquisitions and partnerships. In 2000, Sephora.com purchased the assets of Eve.com. In 2021, Sephora agreed to acquire Feelunique, a UK online beauty retailer with an international customer base and broad brand assortment. Retail partnerships, pop-ups, brand collaborations, e-commerce, loyalty programs, product reviews, and assisted services have allowed Sephora to combine a discovery-led store experience with digital convenience. The company has faced criticism over customer-account practices and alleged racial profiling. A 2014 class action alleged that rewards accounts associated with certain Chinese email domains were deactivated because of suspected bulk purchasing and resale. In 2019, SZA accused Sephora of racial profiling. Sephora subsequently announced a one-day closure of its locations for diversity training, while describing that effort as part of its We Belong to Something Beautiful inclusion campaign. These episodes contributed to a stronger public focus on customer fairness, representation, and inclusion in beauty retail. Sephora remains an active LVMH-controlled retailer with operations across multiple continents. Its competitive identity rests on breadth, prestige positioning, product trial, private-label value, emerging-brand discovery, digital engagement, and a store environment designed to make beauty experimentation central to the purchase journey.
- 2021
Feelunique acquisition agreement
[1]Sephora agreed to acquire the UK online beauty retailer Feelunique.
- 2007
Middle East expansion
[1]The company opened its first stores in the Middle East and began building a regional network.
- 1998
First U.S. store
[1]Sephora opened its first American store in New York City.
- 1997
LVMH acquisition
[1]LVMH acquired Sephora from Mandonnaud and his partners.
- 1993
Dominique Mandonnaud acquires Sephora
[1]Mandonnaud combined Sephora with his own perfume-store chain and expanded the open-sell model.
- 1970
Paris launch
[1]The Sephora brand was launched in Paris in August.
- 1969
Business founded in France
[1]Sephora's French retail business was founded in Limoges.
Products and positioning
Prestige beauty discovery made accessible through a broad multi-brand assortment, open-sell stores, digital tools, sampling, services, and an inclusive retail experience.
Private-label beauty
Sephora Collection
Sephora Collection is the retailer's private-label portfolio, covering makeup, skincare, tools, accessories, and related beauty products. It complements the multi-brand assortment by offering products positioned around accessible pricing and broad everyday use. Packaging and visual identity have evolved over time, while the line remains a central part of Sephora's value proposition.
Beauty retail assortment · 1970
Multi-brand prestige beauty assortment
Sephora's core offering brings together hundreds of third-party brands across makeup, skincare, fragrance, haircare, body care, nail products, and tools. The assortment has included established luxury labels, specialist brands, digitally native companies, regional labels, and emerging businesses. Store testing, staff advice, reviews, sampling, and digital discovery are used to help customers navigate the range.
Subscription sampling · 2015
Play! by Sephora
Play! by Sephora was a U.S. monthly sample-box service introduced during a 2015 test and expanded nationally in 2016. Subscribers received a changing selection of deluxe makeup, skincare, and haircare samples in a collectible bag, with product selection informed by a customer profile. Sephora ended the service in April 2020.
Controversies
2019
Racial-profiling allegation
Singer SZA accused a Sephora store of racial profiling. The company later announced diversity training across its stores in the United States.
2019
Sunday Riley settles with the FTC over fake reviews
Sunday Riley settled with the FTC over reports that it directed employees to post fake product reviews on Sephora's website. The settlement bars fake reviews and requires the company to identify endorsers and their connections and instruct staff on disclosure responsibilities.
2019
Sephora disclosed a customer data breach in Southeast Asia
On 5 August 2019, Sephora emailed customers in Southeast Asia that it had become aware of a data breach affecting customer data. The article says customer names, birth dates, gender, email addresses, encrypted passwords, and beauty-preference data were believed to have been accessed; it also reports Sephora said no credit card information was accessed and it had no reason to believe personal data had been misused.
2014
Customer-account racial discrimination lawsuit
Four customers filed a class action alleging that Sephora disabled rewards accounts associated with Chinese email domains while describing the action as anti-resale enforcement.
Marketing campaigns
- 2019We Belong to Something Beautiful
United States
Sephora used this inclusion-focused campaign alongside staff diversity training and broader efforts to address concerns about belonging and representation in its stores.
Outcome. The campaign became associated with Sephora's public response to criticism regarding racial profiling and customer experience.
- 2017Gifts Beauty Park
United Arab Emirates
Sephora Middle East created a temporary beauty-themed retail and entertainment experience in Dubai, combining product discovery, games, and sessions with professional makeup artists.
Outcome. The pop-up extended Sephora's experiential retail approach beyond the conventional store.
Brand decisions
2021
Agreement to acquire FeeluniqueM&ABackground
Sephora sought to strengthen its online prestige-beauty presence in the United Kingdom and internationally.
Action taken
Sephora agreed to purchase Feelunique from Palamon Capital Partners.
Aftermath
The transaction added an established digital beauty platform and its customer and brand ecosystem to Sephora's international strategy.
2020
Shift from JCPenney to Kohl's partnershipStrategyBackground
Sephora's previous JCPenney agreement was not renewed, creating a need for a new large-scale U.S. shop-in-shop channel.
Action taken
Sephora announced plans to open stores inside Kohl's locations, targeting hundreds of shops.
Aftermath
The first Kohl's locations opened in 2021 and the partnership expanded substantially.
2015
Play! sampling serviceProduct launchBackground
Beauty consumers were increasingly using subscription services to discover products through samples.
Action taken
Sephora tested Play! in selected U.S. cities and later expanded it nationally.
Aftermath
The service was discontinued in 2020 and replaced by a non-subscription sampling option.
Recent events
- 2025
Sephora and NielsenIQ announce strategic data partnership[5]
Other
The reported partnership aims to combine omnichannel consumer behavior data with NielsenIQ research to improve assortment, marketing and customer-experience decisions.
- 2024
Sephora appoints Ding Xia to lead Greater China[6]
Leadership change
Ding Xia was appointed general manager of Sephora Greater China, with responsibility for mainland China, Hong Kong, stores, e-commerce and the digital ecosystem.
- 2024
Sephora China reports organizational restructuring amid market pressure[7]
Other
The company confirmed that it was optimizing its internal organizational structure in China as competition intensified and performance weakened.
- 2023
Sephora expands flagship-store and international retail strategy[8]
Other
Sephora opened or refreshed major stores in important markets, including a London store that marked its return to physical retail in the United Kingdom.
- 2022
Sephora partners with Afterpay[1]
Pricing
The retailer introduced an option allowing customers to divide eligible purchases into four installments.
- 2022
Sephora launches China Beauty Glow initiative[9]
Campaign
The initiative was designed to support emerging Chinese beauty brands and help develop premium domestic offerings through Sephora's retail and digital ecosystem.
- 2022
Sephora FR marketing strategy analysis[10]
Campaign
A marketing-strategy analysis described Sephora FR's use of email marketing, paid advertising, search optimization, landing pages and e-commerce tools to support customer acquisition and retention. The source is an external industry analysis rather than an official company disclosure.
- 2021
Sephora agrees to acquire Feelunique[1]
M&A
The company agreed to purchase the UK-based online prestige-beauty retailer Feelunique from Palamon Capital Partners.
- 2021
Sephora expands its Kohl's shop-in-shop partnership[11]
Other
Sephora and Kohl's announced a major expansion of their U.S. partnership, adding hundreds of Sephora shop-in-shop locations and increasing access to the retailer's assortment.
- 2020
Sephora and Kohl's announce a store partnership[1]
Other
Sephora announced plans to open hundreds of shop-in-shop locations in Kohl's stores, replacing its former JCPenney expansion model.
Showing the 10 most recent.
Sources22 sources
- 1Sephoraen.wikipedia.org
- 2Sunday Riley settles with the FTC over fake reviewsengadget.com
- 3Sephora disclosed a customer data breach in Southeast Asiaragtrader.com.au
- 4Racial-profiling criticism and customer boycottnytimes.com
- 5Sephora and NielsenIQ announce strategic data partnershipcaifuhao.eastmoney.com
- 6Sephora appoints Ding Xia to lead Greater China36kr.com
- 7Sephora China reports organizational restructuring amid market pressurem.mp.oeeee.com
- 8Sephora expands flagship-store and international retail strategyshifair.com
- 9Sephora launches China Beauty Glow initiativejiemian.com
- 10Sephora FR marketing strategy analysispanoramata.co
- 11Sephora expands its Kohl's shop-in-shop partnershipcorporate.kohls.com
- 12Sephora announces a U.S. racial-bias initiativesephora.com
- 13LVMH acquires Sephoralvmh.com
- 14Sephora appoints Catherine Spindler to lead Europe and the Middle Eastcosmeticsbusiness.com
- 15Sephora reorganizes its executive leadershipvogue.com
- 16专属美力焕变升级 丝芙兰Sephora全新发布“美力由我My Beauty Power”品牌概念fashion.sina.com.cn
- 17Fold Unveils App To Earn Bitcoin While Shopping; Amazon, Starbucks, Uber, Target, Airbnb, Sephora, Delta, Dominos Pizza, Hotels.com and Southwest Airlines Join Platformprweb.com
- 18Google launches Universal Cart in Search and Gemini app in UStimesofindia.indiatimes.com
- 19Meta's standoff with Amazon over Muse could be a sign of things to comecnbc.com
- 20Sephora Just Announced Its Holiday Bonus Event â Here's What You Need to Knowallure.com
- 21Sephora opens 2nd beauty shop in downtown SeoulGlobal cosmetics chainkoreaherald.com
- 22Sephora opens 3rd shop in Sinchonkoreaherald.com
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