Creating a welcoming retail environment means recognizing that shoppers have different needs. For customers with sensory sensitivities, a quieter shopping experience can make all the difference. With this in mind, Sephora is rolling out “Quiet Hours” globally, an initiative that aims to create a more positive experience for shoppers with additional needs. At defined times, Sephora stores will dim their lights, quiet their music, and adjust their screens to create a more sensory-friendly, serene environment for customers.
First piloted in 2025 across 32 stores in eight markets, Quiet Hours was influenced by the retailer's community of neurodiverse shoppers and was pioneered by expert groups such as Open Inclusion and Purposeful Futures, as well as internal employee resource groups.
Initial trials appeared successful, with most neurodivergent shoppers saying that Quiet Hours significantly improved their experience, and 90% of all clients stating that Quiet Hours makes Sephora stores more inclusive and welcoming for all.
Chloe Matharu, of Purposeful Futures, praised the initiative in a company press release. “What began as a response to the needs of neurodivergent beauty fans across the world became a much bigger opportunity: to reimagine what the experience can be for many who find retail physical environments challenging.” Martharu believes that Sephora is setting a new standard in the industry where the “most powerful innovations are those designed for inclusion.”
Deborah Yeh, Global Chief Marketing Officer at Sephora, affirmed that Sephora is driven by a purpose to champion inclusion. “With Quiet Hours at Sephora, we provide a beautifully calm atmosphere where clients feel welcome, allowing them to shop at their own pace, [and] find and purchase the products they love,” she stated in the same press release.
Quiet Hours is now available in every Sephora location worldwide, available to the retailer's community of 80 million shoppers. The initiative reflects a broader theme in the beauty industry: prioritizing accessibility and inclusivity, especially as competition intensifies among beauty retailers to capture attention and cater to consumer needs. As several companies push for programs that establish more welcoming stores and personalized shopping experiences, Quiet Hours sets Sephora ahead of the curve.