Sephora

Dominique Mandonnaud opened the first Sephora store in Limoges, France, during 1969 with a bold idea that defied industry norms. While other retailers kept cosmetics locked behind glass counters until a clerk retrieved them, Mandonnaud let customers touch and test products freely. This open-sell model transformed how people shopped for makeup and skincare, shifting power from sales associates to shoppers. The concept spread quickly across France before evolving into a global powerhouse that now operates more than 2,600 locations in 35 countries.

Today the company carries nearly 340 third-party brands alongside its own private label while maintaining a strong digital presence. Shoppers can access the full catalog through mobile apps for iOS and Android or via the main e-commerce platform. The Beauty Insider loyalty program tracks purchases and rewards engagement, creating a seamless bridge between online browsing and in-store experiences. Social media channels like YouTube have accumulated over 315 million views, proving the brand connects effectively with audiences beyond physical walls.

Sephora positions itself as a hub for inclusivity rather than just a place to buy cosmetics. The retailer actively seeks partnerships with high-profile founders like Rihanna and Selena Gomez to bring exclusive lines to shelves. Recent moves include launching a curated K-Beauty selection with South Korea's Olive Young in August 2026 and partnering with Israeli retailer Glam42 to distribute products locally without opening standalone stores. These strategies keep the brand relevant while navigating complex global markets. [edit]

Sephora aims to inspire and empower customers to explore, celebrate, and express their individual beauty through an inclusive and innovative retail experience. The company strives to provide access to a diverse range of products that help everyone feel confident and comfortable in their own skin. [edit]

Dominique Mandonnaud launched the original Sephora store in Limoges during 1969 with a clear vision: create a space where shoppers could touch and try products before buying them. This open-sell concept was revolutionary because most beauty retailers at the time kept items locked away until a clerk retrieved them. The model gained traction quickly and allowed the brand to expand its footprint throughout France before going international.

LVMH acquired Sephora in 1996, injecting capital and infrastructure that fueled rapid global growth. The luxury conglomerate helped the retailer establish a strong presence in North America starting in 2006 and launched its dedicated e-commerce site the following year. Over the last two decades, Sephora has grown into a multinational giant managing thousands of locations worldwide while maintaining its signature interactive shopping environment.

The mid-2020s brought significant shifts in strategy. In August 2026, the company announced a partnership with South Korea's Olive Young to launch a curated K-Beauty collection in the United States, debuting with 19 brands. Simultaneously, Sephora navigated complex geopolitical dynamics regarding its entry into Israel. While initially reported as an opening of physical stores, the brand clarified it would not open standalone locations but would instead partner with Israeli retailer Glam42 to distribute its private label products locally. This move allowed the brand to enter the market while avoiding direct store ownership in the region. Additionally, Sephora continued to invest in emerging talent through its Sephora Accelerate program, naming a new cohort of 12 beauty brands in July 2026, including Omora Beauty Lab. [edit]