The news: Sephora is rolling out its Quiet Hours initiative globally after a successful pilot in 32 stores across eight markets. At designated times, stores will lower music volume, dim the brightness of screens, and minimize strong scents to create a calmer environment.

The context: The move is part of a broader differentiation strategy that CEO Guillaume Motte outlined at the Business of Beauty Global Forum. He pointed to Sephora’s unique positioning as key to building an 80-million-member loyalty community that has driven $5 billion in sales growth over the past three years and 22 consecutive quarters of gains.

Sephora faces pressure from every corner of the beauty market—from specialty retailers like Ulta to Amazon and TikTok Shop. Ecommerce is steadily gaining share, with US cosmetics and beauty sales projected to rise from 23.4% this year to 27.8% by 2030, per our forecast.

But Quiet Hours helps Sephora stand out by addressing an underserved segment of shoppers.

• Between 5% and 16.5% of the population experiences symptoms associated with sensory processing challenges, per the National Institutes of Health.
• Sephora’s pilot found that 90% of clients said Quiet Hours made stores feel more inclusive and welcoming.
• While Target and Walmart have introduced similar initiatives, Sephora claims to be the first beauty retailer to scale the concept globally.

Sephora is also working to expand its audience. It has invested in campaigns targeting male shoppers, including “The Boys Are At Sephora” fragrance activations, and became the official fragrance partner of the NBA’s Golden State Warriors. With our forecast projecting US fragrance sales to grow 4.1% to $9.44 billion this year—and growth expected to remain north of 4% through 2030—that’s a timely bet.

Implications for retailers and brands: Sephora’s moves are designed to help it stand out in an increasingly crowded market. With consumers having a nearly endless array of places to shop, its exclusive assortments give shoppers a clear reason to choose Sephora, while its efforts to broaden its appeal—to men and those with sensory processing challenges—should help sustain its momentum.