Sephora

Summary

Sephora, founded in France in 1970 and now owned by luxury conglomerate LVMH, is a global leader in beauty retail, renowned for its curated selection of high-quality skincare, makeup, fragrance, and hair care products. Known for its innovative retail concept, Sephora blends an engaging, experiential shopping environment with a diverse portfolio of prestige and emerging beauty brands. The company is celebrated for empowering consumers through inclusivity, offering personalized beauty services, expert consultations, and an extensive range of products to suit all skin tones, types, and preferences. With its iconic black-and-white storefronts and a robust online presence, Sephora has revolutionized the beauty industry by fostering a culture of exploration, self-expression, and accessibility in luxury beauty.

History

French multinational retailer Sephora has transformed the way women shop for personal care and cosmetics and giving the traditional department store counter solid competition. Owned by LVMH Moët Hennessy Louis Vuitton today.. Sephora was founded in France by Dominique Mandonnaud in 1970 and is defined by its unique open-sell environment with an assortment of products from carefully curated brands including Sephora’s own line.

Sephora’s ascent has a lot to do with Mandonnaud’s business acumen and approach to merchandising. The “assisted self-service” experience encouraging consumers to test products before purchase has evolved Sephora into a powerful global brand. And- with wall-to-wall lipsticks- lotions- highlighters- perfumes—what’s not to love? Before Sephora- the standard operation model was of products locked in cases! Of course considerable credit also goes to its continually evolving offering including prolific brands like NARS- Make Up For Ever- Urban Decay- Lancôme- Jo Malone London- YSL Beauty- Huda Beauty and Bobbi Brown Cosmetics among others..  niche brands like Bare Essentials- Benefit and vegan make-up Obsessive Compulsive Cosmetics.. and its own line of make-up- skincare and beauty tools.

What reels shoppers back? Color IQ — Sephora and Pantone Universe’s foundation-matching technology that allows each shopper to find the right foundation for her skin tone. And- with travel being an intrinsic part of our lifestyle- Sephora has a section for travel-compliant minis: Beauty On The Fly. Since the acquisition LVMH invested substantially in Sephora and expanded the beauty retain chain worldwide. Shortly Sephora collaborated with Marc Jacobs to launch a colour cosmetics collection -Marc Jacobs Beauty- creating new synergies within LVMH which owns both companies.

On 1 January 2014 Calvin McDonald replaced David Suliteanu as President and CEO of Sephora Americas. Per WWD: Calvin McDonald -president and chief executive officer of Sears Canada- will take the helm of Sephora Americas… as president and ceo. He will succeed David Suliteanu who will return to his entrepreneurial roots as ceo of Kendo Brands- an LVMH Moët Hennessy Louis Vuitton-owned brand-creation incubator that Suliteanu earlier had established.

Sephora opened its first United States store in New York in 1998, its first Canadian store in Toronto in 2004 and the first Australian Sephora store in 2014. Its North American headquarters is in New York with corporate offices in San Francisco and Montréal. Today the chain operates over 2,700 stores worldwide. In 2020 Martin Brok succeeded Chris de Lapuente as President and CEO of Sephora.

Its philanthropic arm- Sephora Stands- is doing a lot to make the beauty space more inclusive and diverse by supporting women-owned brands with its beauty incubator Accelerate which teaches makeup application to cancer patients and the transgender community and developing a support network for employees suffering from domestic violence. Sephora has a diversity and inclusion mission: To never stop championing all beauty fearlessly and building inclusive environments for our employees, consumers, and communities. In 2020 Sephora launched “Diversity and Inclusion Heart Journey” to support its vision of becoming the Diversity- Inclusion- and Equity Champion in the retail industry.

Post- pandemic Sephora has a strong presence on the Internet. There are special offers that make online shopping rewarding. Throughout 2020 the retail chain announced strategic partnerships to increase the ways clients can shop with ease including collaborations with global payment and shopping providers like AfterPay- Klarna- Instacart- Reserve Online- Pick Up In Store on its app and portal. So is it a wonder that Women’s Wear Daily named Sephora specialty retailer of the year?

Mission Statement

Sephora’s mission is to celebrate the individuality of beauty, recognizing that it is a unique expression for each person to define. The brand is committed to creating an environment where every individual feels empowered to make bold and authentic choices in their beauty journey. By offering a diverse range of products and fostering a supportive community, Sephora encourages customers to embrace their personal style and express themselves without hesitation.

At the heart of Sephora’s mission is the goal to inspire fearlessness, both in beauty and in life. The brand seeks to uplift and motivate individuals to take risks, explore new possibilities, and challenge conventional norms. Through its inclusive approach and dedication to empowering consumers, Sephora not only celebrates the diversity of beauty but also promotes a mindset of confidence and courage in all aspects of life.

Vision

Sephora’s vision is centered on empowering consumers to express their creativity and individuality through beauty. The brand is dedicated to beautifying people’s lives, a mission its team members embrace daily by offering innovative products and experiences that inspire self-expression. With a disruptive spirit at its core, Sephora aims to break boundaries in the beauty industry, constantly pushing the envelope to provide customers with the tools and inspiration they need to explore and enhance their personal style.

Beyond its commitment to creativity, Sephora envisions itself as a leader in championing Diversity, Inclusion, and Equity (DEI) within the retail industry. The brand is determined to create an inclusive environment where everyone feels represented and valued, both in its product offerings and its company culture. By prioritizing DEI, Sephora strives to set a new standard in the industry, ensuring that beauty is accessible and empowering for all, regardless of background or identity.

Awards and Recognition

Sephora’s sustainable initiatives were recognized in December 2015. The company received the Sustainable Brand label as well as the 2015 R Award for eco-design by the Génération Responsible association. Sephora has also been recognized by Forbes as one of America’s Best Employers four years in a row from 2018-2021. From 2019-2021 Sephora scored 100 per cent on the Human Rights Campaign’s Corporate Quality Index- the national benchmarking tool on corporate policies and practices pertinent to LGBTQ+ employees.

Awards and Services

Sephora offers an extensive selection of nearly three thousand brands, catering to a wide array of beauty needs and preferences. The store’s diverse product range includes cosmetics, skincare, fragrance, nail care, haircare, and beauty tools, ensuring that customers have access to the latest trends and innovations in the beauty industry. Whether it’s high-end luxury brands or emerging indie labels, Sephora curates a collection that appeals to both seasoned beauty enthusiasts and those exploring new products, making it a go-to destination for all things beauty.

In addition to its vast product offerings, Sephora enhances the shopping experience with a variety of personalized services. Customers can benefit from expert consultations, where trained beauty advisors provide tailored recommendations and tips based on individual needs. Sephora also offers interactive experiences, such as virtual try-ons and beauty classes, allowing customers to experiment with new looks and learn techniques from professionals. Through its combination of an expansive product range and exceptional services, Sephora ensures that every customer finds the perfect beauty solutions to express their unique style.

Leadership Team

Guillaume Motte (Global President and CEO of Sephora)
Jean-André Rougeot (President and CEO of Sephora Americas)
Christophe Le Boterff ( Executive Vice President, Chief Financial Officer)

References

• Official website Sephora
• Sephora Sharpens Tech Edge MediaPost
• Is Sephora Becoming High Fashion’s Next Target? Time
• How to Shop the Company’s Largest Store in the U.S. Allure
• Sephora’s first UK store Cosmopolitan
• Shop Sephora in the UAE Expat Woman
• Facebook page of Sephora Facebook
• Instagram page of Sephora Instagram
• Sephora: Department Stores Cannot Stop Its Global Growth Forbes
• Twitter page of Sephora Twitter
• Youtube channel of Sephora Youtube
• Calvin McDonald Named CEO of Sephora Americas WWD
• LinkedIn page of Sephora LinkedIn
• Snapshot of Sephora Sephora
• Sephora receives Responsible Brand label and 2015 R Award LVMH
• Afterpay and Sephora Partner Sephora
• Sephora expands in Middle East with new stores across GCC Gulf Business
• Sephora’s Magnificent Mile store has new high-tech look Chicago Tribune
• Wiki page of Sephora Wikipedia
• Sephora purchases FeelUnique Beauty Matter