Have You Ever Noticed That Half of Sephora Is Dedicated to Just These 15 Brands?

For many people, Sephora is the first and last stop when it comes to beauty shopping. With more than 2,300 stories worldwide, a JC Penney partnership, one of the most addicting websites ever, and so many free samples, it’s easy to see how women don’t think twice about not venturing anywhere else.

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But here’s the catch you probably don’t know: Sephora isn’t exactly unbiased as far as what products it wants you to buy. A recent report by the The Wall Street Journal reveals that Sephora (which is part of luxury fashion and beauty conglomerate LVHM), dedicates almost 50 percent of its shelf space to promoting other LVMH brands (including Fresh, Make Up For Ever, Marc Jacobs, Givenchy, Benefit Cosmetics, Guerlain, Kat von D, Bite Beauty, Ole Henriksen, Formula X, Dior, and of course, Sephora Collection) even though its sister brands make up only 15 out of the hundreds of beauty brands carried at the stores. This means competitive prestige brands such as Urban Decay, NARS and Too Faced don’t always get the prime real estate—and some, not much real estate at all.

According to The Wall Street Journal, the combination of Sephora’s popularity and its how it merchandises products have left LVMH competitors such as Estée Lauder Companies and L’Oréal in a position of simultaneously reliant on the retailer and pressured to diversify its distribution channels. This strategy, however, is made tough by Sephora’s exclusivity clause, requiring that some brands sell their top products at Sephora only. The article also cites that Sephora has, in the past, requested that brands remove their products from competitors such as Amazon.

  • Jenny
    Posted on

    Most of these brands are toxic anyway. The beauty world needs to change big time and stop using toxins. I use to shop at spehora all the time and hardly do because they dont carry enough natural beauty products.thr toxins in so much makeup and skincare is causing cancer, teens are stunting their growth and causes damage to their development and health.

  • Jerome
    Posted on

    Excellent article for consumers who did not notice it already. It is very important to support other beauty brands sold in other outlets such as department stores and boutiques. LVMH's vision of Beauty is not progressive but commercial. Think of the smaller brands secret best selling products that are passed on among friends. Those do need advertisement and you will never find them at Sephora. Think of Sephora as luxury beauty for the masses! Because that's what it really is.

  • Sarah
    Posted on

    And? This is a "big" deal? Duh. It's like asking PPR group to stop promoting Gucci. LVMH is a powerhouse for a reason. Of course they only want the best of the best.

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