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A leader in prestige omni-retail, our purpose at Sephora is to create a welcoming beauty shopping experience and inspire fearlessness in our community.
We operate over 2,700 stores in 35 countries worldwide, with an expanding base of over 500 stores across the Americas. Since opening our first US store in New York’s SoHo neighborhood in 1998, Sephora has been an industry-leading champion of diversity, inclusivity, and empowerment in the US, guided by our longstanding company values. In 2019, Sephora announced a new tagline and manifesto, “We Belong to Something Beautiful,” to reinforce our dedication to fostering belonging among all clients and employees and to publicly strive for a more inclusive vision for retail in the Americas.
Owned by LVMH Moët Hennessy Louis Vuitton, the world’s leading luxury goods group, Sephora was founded in France by Dominique Mandonnaud in 1970 and is defined by its unique, open-sell environment with an ever-increasing assortment of products from carefully curated brands, featuring indie darlings, emerging favorites, trusted classics, and Sephora’s own line, Sephora Collection. Today, Sephora is a powerful beauty presence in countries around the world thanks to our unparalleled assortment of prestige products in every category, unbiased service from beauty experts, interactive shopping environment, and relentless innovation.
Sephora has been recognized by Forbes as one of America’s Best Employers three years in a row, in 2018, 2019, and 2020. For two years in a row, in 2019 and 2020, Sephora scored 100% on the Human Rights Campaign’s Corporate Quality Index, the national benchmarking tool on corporate policies and practices pertinent to LGBTQ+ employees.
Leading with Sephora’s Values
Sephora is motivated by seven core values that are part of our DNA and inherent in everything we do. They are the foundation of our culture, our brand, and our business strategies. Through our values, clients can expect a strong assortment of product, the best-in-class beauty shopping experience, and to be serviced by our expertly trained Beauty Advisors.
- Respect: We are fearless in fostering a sense of belonging for everyone
- Passion: We are fearless about putting our client at the center of everything we do
- Innovation: We are fearless when we take risks to enhance the client experience
- Initiative: We are fearless when it comes to taking action and designing solutions
- Expertise: We are fearless when it comes to learning and growing
- Balance: We are fearless in demonstrating care for ourselves and each other
- Teamwork: We are fearless in how we work together and accomplish any task at hand
Commitment to Diversity and Inclusion
At Sephora, our diversity and inclusion mission is simple: championing all beauty fearlessly and building inclusive environments for our employees, consumers, and communities. In 2020 Sephora launched our Diversity and Inclusion Heart Journey to support our vision of becoming the Diversity, Inclusion, and Equity Champion in the retail industry.
Together, we’re committed to creating a culture of belonging. In 2020 Sephora became the first major retailer to take the 15 Percent Pledge, committing 15% of our store’s shelf space to prestige Black-owned companies. To continue our commitment to bringing diversity, equity, and inclusion to the core of our mission, Sephora has dedicated our annual Sephora Accelerate program to brands with founders of color. To learn more about our Accelerate program, please visit
The Racial Bias in Retail Study Commissioned by Sephora
This first-of-its-kind national study was conducted over a yearlong period, beginning in the fall of 2019 and ending in late 2020, and was designed to measure the issue of racially biased experiences in US retail and to identify opportunities to end unfair treatment. Comprising academic literature reviews, cultural insights analysis, and comprehensive qualitative and quantitative research, the Racial Bias in Retail Study commissioned by Sephora offers an in-depth look at this important issue.
The goal of the research is to call attention to the inequities of retail shopping experiences for consumers and, more importantly, identify actionable solutions to galvanize change.
The research identified five primary “truths” that define retail shoppers’ experiences with racial bias along with offering ways in which other retailers can leverage the learnings. Coupled with the study’s findings and our all-encompassing Diversity and Inclusion Heart Journey strategy, Sephora designed a preliminary action plan to tackle bias across all aspects of the organization via three key areas: Marketing and Merchandising; The In-Store Experience and Operations; and Talent and Inclusive Workplaces.
Best-in-Class Omnichannel Experience
Sephora.com launched in the US in 1999 and quickly became Sephora’s largest North American store, where clients can today discover over 400 curated brands and more than 45,000 products, engage with the Beauty Insider Community, and interact with different products through custom quizzes, as well as Sephora’s Virtual Artist.
Obsessed with teaching and inspiring clients to play in a world of beauty, Sephora has pioneered the use of mobile in beauty, creating groundbreaking content on our intuitive Sephora app and on social media to bring Sephora’s expertise to our clients whenever and wherever they want. Please follow along at YouTube, Instagram, Facebook, Twitter, and TikTok.
As a leader in digital innovation, Sephora continues to provide the best-in-class e-commerce experiences and meet our clients where they are. Throughout 2020, Sephora announced multiple strategic digital partnerships to increase the ways our clients can shop with us, prioritizing ease and convenience:
- Our partnership with Klarna, a global payment and shopping provider, offers our clients greater financial flexibility to pay in four equal installments with no interest
- Sephora became the first beauty retailer to enable Instagram’s Checkout feature
- In an effort to expand reach and offer a same-day delivery option, Sephora partnered with Instacart and was the first beauty retailer to launch on the delivery platform
- Reserve Online, Pick Up In Store (ROPIS) is available on the Sephora app and sephora.com
Beauty Insider Benefits
In 2007 Sephora launched a client loyalty program to offer clients exclusive benefits and rewards. The Beauty Insider program is available in Sephora stores nationwide and at sephora.com. In 2009 Sephora launched VIB (Very Important Beauty Insider), and in 2013 added Rouge. Since the program’s continued evolution in 2020, Beauty Insiders can now redeem cash rewards and have even more samples to choose from and exclusive access to events.
Beauty Insider Community—Sephora’s own Beauty Insider Community is one of the world’s largest beauty forums, with more than three million members. The members-only mobile and online platform is a first for the prestige retail industry and serves as a destination for beauty lovers to find inspiration, ask questions, and get recommendations in an unsponsored, real-time, “real talk” social setting. Community unifies Sephora’s BeautyTalk, Beauty Board, and Ratings & Reviews under a single platform and offers another way for our evolving, mobile-first client base to “Beauty Together.”
Sephora Credit Card—In 2019 Sephora introduced the Sephora Credit Card, Sephora Visa® Credit Card, and Sephora Visa Signature® Credit Card, giving Sephora clients even more ways to get rewarded for shopping their favorite brands. Sephora cardholders earn credit card rewards in addition to rewards in the retailer’s existing Beauty Insider Program. Sephora Visa Signature cardholders also have access to further Visa Signature benefits.