If you’ve ever walked into a Sephora location before, you may have experienced the same thing I did — sensory overload.
Of course, for some beauty enthusiasts, there’s nothing more exciting than stepping into a massive store that’s loaded with just about every skin care and makeup product imaginable.
For someone like myself whose beauty routine consists mostly of ChapStick, the main reason you’ll find me inside a Sephora is because one of my daughters has asked, or because I’ve stopped in to buy a gift.
Still, even if you’re into beauty products, Sephora can be…a lot. From the digital screens to the upbeat music to the competing scents, the immersive shopping experience Sephora is known for can also be overwhelming.
For customers who are neurodivergent or have anxiety or sensory processing disorders, those same elements can make a trip to Sephora stressful to the point where it becomes undoable.
Now, Sephora is taking a significant step to make its stores more inclusive.
The beauty giant is introducing Quiet Hours designed to create a calmer shopping environment for people with a variety of needs, including those who experience sensory sensitivities.
Sephora rolls out quiet hours across its stores
Sephora is rolling out designated Quiet Hours across its stores globally after testing the concept in 32 locations across eight markets.
During these dedicated shopping periods, stores will reduce sensory stimulation by lowering the volume of music, dimming digital screens, and creating a more peaceful atmosphere for customers who prefer a less stimulating environment.
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The initiative was developed with input from members of the neurodiverse community and is intended to benefit anyone who finds traditional retail environments overwhelming, not just shoppers with diagnosed sensory conditions.
“At Sephora, we’re driven by our purpose to champion a world of inspiration and inclusion where everyone can celebrate their beauty. With Quiet Hours at Sephora, we provide a beautifully calm atmosphere where clients feel welcome, allowing them to shop at their own pace,” said Global Chief Marketing Officer Deborah Yeh.
Sephora said customer feedback has been overwhelmingly positive.
A good 90% of shoppers surveyed said the Quiet Hours make stores feel more inclusive, while employees reported that the calmer environment allows for better interactions with customers.
Why the move matters for Sephora and the beauty industry
Sephora isn’t the first major retailer to embrace sensory-friendly shopping.
Walmart previously introduced sensory-friendly hours in its U.S. stores, Disability Scoop reported. The retailer reduced lighting and eliminated television wall displays and in-store radio during designated morning hours to create a calmer environment for shoppers with sensory sensitivities.
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The initiative was widely praised by disability advocates and customers alike.
Sephora’s decision, meanwhile, carries a lot of weight because of its influence in the beauty industry.
The company operates more than 2,700 stores worldwide and has built its reputation around highly interactive, experiential retail environments where customers are encouraged to test products and engage with brands.
The financial opportunity is also significant. The U.S. beauty and personal care market is valued at roughly $130 billion, Mordor Intelligence noted. If Sephora proves to be a pioneer in accessibility, it could gain an even larger share of it.
For shoppers who have long found Sephora’s stores overwhelming, Quiet Hours could make the difference between avoiding the beauty retailer altogether and feeling comfortable enough to enjoy a beauty shopping experience from which they once felt excluded.
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