How a French perfume chain revolutionized the way we experience beauty retail
Before the era of digital shopping, beauty retail was often formal and restrictive. Then came a new model that invited customers to touch, test, and play. Discover how Sephora transformed the shopping experience through a unique strategy of assisted self-service and global expansion.
Founded in Limoges, France, in 1969, Sephora eventually made its retail debut in Paris in August 1970. While the company's name is inspired by the biblical figure Zipporah, the modern retail identity we recognize today was shaped largely by Dominique Mandonnaud. After acquiring the brand in 1993, Mandonnaud merged it with his own perfume chain and introduced a revolutionary 'assisted self-service' model. This approach broke from traditional cosmetics retail by encouraging customers to test products directly in the store before making a purchase, a move that specifically targeted a female customer base seeking hands-on interaction.
The brand's trajectory changed significantly when it was acquired by the luxury conglomerate LVMH in 1997. Under LVMH, Sephora expanded from its flagship on the Champs-Élysées to a global powerhouse. The company's growth has been marked by strategic partnerships and massive physical footprints, such as its 1,500 square foot shops inside JCPenney, which operated until the partnership ended in 2025. More recently, the brand has pivoted toward Kohl's, with projections suggesting that sales from Sephora at Kohl's could exceed $2 billion by 2025.
However, the journey has not been without friction. The retailer has faced legal challenges, including a 2014 class action lawsuit alleging racial discrimination regarding the deactivation of certain customer accounts, and a 2026 investigation by the Italian Competition Authority into marketing strategies targeting young children. Despite these complexities, Sephora continues to evolve, managing over 2,300 stores across 33 countries and maintaining a massive product range that includes nearly 340 brands, from established names like Christian Dior to viral K-beauty labels like Biodance.
Source: Sephora
