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Sephora – in 2020 #21 (+5)

Parent Company: LVMH Group

Brand Value 2020: $2,379m (USD)

Change from 2019: +8%

Headquarter City: Neuilly-sur-Seine

Category: Retail

Year Formed: 1970

Sephora is a chain of sleek high-end cosmetics stores with around 600 outlets in Europe, and 2,300 in 33 countries worldwide. Stores offer an upscale, multibrand experiential environment, and there is a strong focus on service and staff expertise. The brand has been rolling out its Sephora Studio retail concept—small stores which generate an “inclusive, neighborhood feel” with more personalized experiences. Inclusivity is becoming a key pillar for Sephora, and initiatives include free in-store beauty classes for transgender consumers, led by transgender members of staff. Sephora has also worked on inclusivity training for staff. Following the success of beauty festivals such as Beautycon, in 2018 Sephora launched Sephoria, a ticketed beauty event with sales, talks, freebies and access to top beauty brand founders, with the aim of generating excitement among Gen Z and Millennial crowds. Free-from products have been another focus in 2019 and is a category which is being expanded: Clean at Sephora is a certification mark awarded to products by the retailer to help customers find items that are free from parabens, sulfates, mineral oils and other additives.