Sephora has long history of innovating retail by introducing a self-service approach to beauty. Unlike traditional beauty counters, customers here can freely sample products.
CEO Artemis Patrick noted that Sephora's initial success relied on partnering with indie brands, as major brands hesitated to work with a new player in the market.
As the beauty sector rises, Sephora has outperformed department stores, with initiatives like in-store beauty departments from competitors like Nordstrom replicating its successful model.
Sephora's upcoming store redesign will represent its largest ever capital project, standing in stark contrast to the struggles of many other retailers facing closures.
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