Today + The Future

Sephora over the last three decades has grown extensively in several countries and its brand itself. As the cosmetic industry continues to expand and grow right along with it. Sephora teamed up with Pantone to create a shade selector. It allows you to select your features from a menu to create palettes that include the shade of the year (Sephora). Another thing that pushed Sephora's brand even more recently is with brands like Fenty Beauty. Fenty Beauty is a brand founded by Grammy award winner Rihanna that changed the beauty community. they were the first brand to include all different shade ranges for every skin tone, from someone who is albino to a deep brown for dark skin. Nobody thought to be this inclusive so this was a booster for Sephora because they were the first store to sell this brand. Other brands that Sephora offers are brands like Dior, and Armani Beauty, known as designer brands for makeup. Kayali Fragrances, Huda Beauty, Patrick TA, Makeup by Mario, Pat Mcgrath, makeup started by makeup artists. Rare beauty, haus labs, and flower beauty brands started by celebrities. 

In 2020, Sephora announced a long-term partnership with Kohl's. By the end of 2023, at least 850 Sephora departments will be in Kohls. For Sephora,  this means they are getting a greater customer penetration in suburban areas. (Forbes). For Kohl's, it means greater shopping traffic for the youth. Sephora today is one of the top companies to work at. 81% of Sephora's employees say it was a great place to work. You feel welcomed, another is there proud to tell you work there. Regardless of the position no one feels discriminated against. (Great Place To Work) Sephora creates a culture of belonging, they were the first to pledge 15% of their assortment to Black-owned companies. Another 15% of prestige healthcare. Sephora holds strong on issues that happen in the world being all-inclusive. Sephora even did a study on Racial Bias experiences in the U.S. 

The future of Sephora, Sephora Asia, and Ideo partnered to make a store of the future. This store will feature a blended digital-physical display designed to help customers discover a, "more inspiring and personalized beauty journey" (IDEO).  They aim to find the perfect match for today's shopper and their evolving beauty needs.  Sephora is also all about giving back where they operate, around inclusivity and diversity. they hold a big part in 35 markets, though they still want to expand further and open more stores entering new markets because it's a big investment.

Works Cited

“About Us.” Sephora, www.sephora.com/beauty/about-us. Accessed 3 May 2024. 

Loeb, Walter. "Sephora Celebrates 25 Years in the USA." Forbes, 10 July 2023  https://www.forbes.com/sites/walterloeb/2023/07/10/sephora-celebrates-25-years-in-the-usa/?sh=6601116a3406. 

“Store of the Future - Sephora.” IDEO, www.ideo.com/works/sephora. Accessed 3 May 2024. 

Work, Great Place To. “Sephora.” Great Place To Work®, www.greatplacetowork.com/certified-company/1120141. Accessed 3 May 2024.

Weil, Jennifer. “Sephora Looks to the Past and Future.” WWD, WWD, 30 June 2023, wwd.com/beauty-industry-news/beauty-features/sephora-ceo-looks-to-the-past-and-future-1235686881/.