We Are Sephora

In 1969, Dominique Mandonnaud opened the first “self-service” perfumery under the name SHOP 8. In opposition to standard retail models of the time, this innovative concept store allows customers to test products before purchasing.In the meantime, the “Nouvelles Galeries” group created the Sephora brand and opened its first store in Paris.

In 1993, Dominique Mandonnaud acquired Sephora and merged it with his innovative perfume chain under the Sephora brand. Two years later, Sephora introduced its famous stripes and flame as its symbols. This paved the way for the distinctive brand identity we know today.1997 is a turning year in Sephora history as the brand is purchased by LVMH, which gave it the impulse to begin its geographic expansion in Europe at first and in the US.At the end of the decade, Sephora launched its e-commerce website “Sephora.com” in the USA, starting its digital expansion.

Decade marked by the strong geographical expansion of Sephora within existing markets in Europe and Americas but also in new areas such as in Asia (Beijing in 2005 or Singapore in 2008) and Middle East (Dubai and Saudi Arabia in 2007).Strong differentiation strategy in terms of products with the launch of its «exclusive brands» in Europe (Urban Decay, Too faced, Bare Minerals ...) in 2004.

Geographic expansion continues in Asia, Europe and Latam with the opening of new stores (+ 1540 new stores worldwide, 15 new markets sephorized in 10 years). Flagships open in New-York (2010), Copenhagen (2011), Shanghai (2013), Russia and Germany (2018).Continuous store innovation with introduction of the New Sephora Experience in 2017: this new store generation is more attractive, more desirable and fully reinvents the customer experience.In 10 years, business has grown by almost x4. At the end of 2019, the brand has more than 2500 retail locations and 31 e-commerce platforms in 34 markets worldwide.

What’s in the store for the future?Adding new brands, diverse talent, and exciting projects, all to become the Most Loved Beauty Community. Thanks to our amazing beauty selection in our worldwide store network as well as on our digital platforms, Sephora will continue to be a global leader & disrupt the Beauty world. The upcoming decade will be full of fun, surprises, and challenges, so get yourself ready!