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SEPHORA AND KOHL’S UNVEIL ASSORTMENT OF 125 PRESTIGE BEAUTY BRANDS

April 28, 2021
April 28, 2021
Sephora

Last year, Sephora and Kohl’s shared plans to open 850 Sephora at Kohl’s shop-in-shop concepts over the next three years as part of a long-term partnership. Yesterday Sephora unveiled a curated assortment of 125 brands that will make up the merchandise assortment at Kohl’s, many of which are usually exclusive to Sephora but will also be available at kohls.com starting August and initially in 200 Kohl’s stores in 2021. Brand assortments will be presented in their entirety and will not be cherry picked. The stores will include multi-branded areas, including one for clean products and another with minis. All purchases will be eligible for Sephora Beauty Insider points.

“We’re thrilled to bring the depth and diversity of Sephora’s brand assortment to Kohl’s that will ensure approachable access to prestige beauty. We are also proud to share that 75% of the brands we’re offering Kohl’s customers are exclusive to Sephora at Kohl’s and Sephora,” said Artemis Patrick, Sephora’s executive vice president and global chief merchandising officer. “All customers who enter Sephora at Kohl’s can expect the same experience, and will find the most highly sought-after brands, that Sephora clients have come to know and love at our freestanding Sephora locations and Sephora.com.”

Some of the brands included are:

  • Makeup: Anastasia Beverly Hills, Benefit Cosmetics, Charlotte Tilbury, Fenty Beauty, Ilia, Lancôme, Makeup By Mario, Make Up For Ever, Milk Makeup, NARS, Rare Beauty, Tarte, Too Faced
  • Skincare: Drunk Elephant, Estée Lauder, Fenty Skin, Fresh, Glow Recipe, Kate Somerville, Ole Henriksen, Sol de Janeiro, Summer Fridays, Supergoop, Tatcha, The Ordinary, Youth to the People
  • Hair: Bumble and bumble, Briogeo Hair Care, Drybar, Olaplex
  • Fragrance: Armani, Gucci, Maison Margiela, Tom Ford, Viktor & Rolf, Yves Saint Laurent

“The vast and diverse range of beauty brands coming to Sephora at Kohl’s demonstrates how we, together with Sephora, are making prestige beauty far more accessible to millions of consumers across the country,” said Doug Howe, Kohl’s Chief Merchandising Officer. “Our curated assortment features some of the most relevant and exciting brands in the industry today and is sure to excite existing customers and attract new customers to Kohl’s. This game-changing milestone in our long-term partnership with Sephora is another proof point to how we are transforming Kohl’s beauty business to become a leading experiential beauty destination.”

Beginning in August, customers will be able to shop the deep assortment of prestige beauty brands in 200 Kohl’s stores, and online at Kohls.com. Kohl’s and Sephora intend to expand the immersive, premiere beauty destination to at least 850 stores by 2023, with 400 locations targeted to open in 2022.

All Sephora at Kohl’s locations will feature 2,500 square feet of dedicated space where customers can explore the signature Sephora experience on their own, or be guided by Sephora-trained beauty advisors, who will provide consultations and assistance in product discovery. Sephora’s high-touch customer engagement will prominently feature testing and discovery zones that serve up a rotating assortment of new, emerging, or trending products, surprising and delighting customers every time they shop.

Sephora purchases at Kohl’s and Kohls.com will be eligible for Beauty Insider rewards benefits, as part of Sephora’s award-winning loyalty program. Kohl’s will also offer the added convenience of easy in-store returns, store pickup, and curbside pickup. Sephora.com and Kohls.com will also integrate their e-commerce experiences, allowing Sephora.com shoppers to find the nearest Sephora or Kohl’s locations that have their beauty products available.

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