For beauty retailers, the new year is a chance to revamp their rewards program if they want to remain competitive. This year, Sephora wasted no time updating its loyalty perks. The retailer kicked off the new year by unveiling its highly anticipated lineup of 2025 birthday gift offerings for the US and Canada. 

“Our annual birthday gifts are such a special and celebratory moment for our more than 40 million Beauty Insider Members and this year we have even more coveted offerings shoppers can choose from,” says Emeline Berlind, Senior Vice President and General Manager of Loyalty at Sephora. 

"This year, we are offering our biggest selection ever—filled with curated gifts across every category at Sephora for customers to pick what best suits their needs and routines. This is truly a unique-to-Sephora experience, and we love that we’re able to show our appreciation to our amazing Beauty Insider members every year!”

All three tiers of Beauty Insider members (Insider, VIB, and Rouge) can receive their choice of products from Makeup By Mario, Summer Fridays, LANEIGE, amika, Kérastase, and Juliette Has A Gun. Later in the year, Sephora pledges to offer even more prestige beauty offerings from Burberry and Kayali.

VIB and Rouge members benefit from even more options, with a new online-exclusive gift released each quarter. Those with birthdays from January through March have exclusive access to Sephora's first-ever clinical skincare birthday gift from Skinfix, followed by other premium offerings throughout the year.

Here's a look at the new 2025 Core Birthday Gift lineup:

Makeup by Mario

• MoistureGlow Plumping Lip Serum, in "Rosewood Glow": A hydrating, glossy balm that visibly plumps lips while delivering a dewy, shiny finish.
• Ultra Suede Sculpting Lip Pencil, in "Rich Mauve": A precision lip liner that defines, sculpts, and limitlessly shapes the lips to create the illusion of a fuller pout. Zero feathering or bleeding.

Summer Fridays

• Jet Lag Mask: A fragrance-free formula that nourishes, hydrates, and calms your skin with niacinamide, glycerin, hyaluronic acid, and antioxidants.
• Lip Butter Balm in "Pink Sugar": A silky vegan balm that hydrates and soothes dry lips in seconds.
• Rich Cushion Cream Ultra Plumping Moisturizer Packette: An ultra-rich cream that visibly plumps, hydrates, and supports the moisture barrier.

LANEIGE

• Water Bank Blue Hyaluronic Cream Moisturizer: A clinically backed, barrier-boosting cream powered by Korean skincare technology that delivers intense, long-lasting hydration.
• Cream Skin Refillable Toner & Moisturizer: A comforting milky cream-toner hybrid in a refillable bottle, enriched with nourishing ceramides and peptides for radiant, hydrated skin.
• Lip Sleeping Mask, in "Berry": A leave-on lip mask that delivers intense moisture and antioxidants to soften lips while you sleep with Berry Fruit Complex, Murumuru seed, and Shea butter.

amika

• The Kure Strength Shampoo for Damaged Hair: A strength-repair shampoo clinically shown to reduce breakage and strengthen strands damaged by everyday stressors, heat, and chemical treatments.
• The Kure Strength Repair Conditioner for Damaged Hair: A strength-repair conditioner that is clinically shown to reduce breakage and strengthen damaged strands caused by everyday stressors, heat, and chemical treatments.
• The Kure Intense Strength Hair Mask: A strengthening, ultra-moisturizing hair mask that is clinically proven to significantly hydrate, strengthen, reduce breakage, and improve manageability.

Kérastase

• Elixir Ultime Hydrating Hair Oil: A luxurious, lightweight hair oil, formulated with wild camellia to smooth frizz and enhance shine, while nourishing and strengthening hair for an irresistibly soft finish and protecting against heat up to 450°F.
• Nutritive 8H Magic Night Serum: An intensely nourishing overnight leave-in serum, formulated with plant-based proteins and niacinamide to reduce frizz, hydrate, and strengthen hair with a radiant shine and smooth satin touch in just 8 hours.

Juliette Has A Gun

• Not a Perfume EDP: A unique fragrance: allergen-free, made with a single molecular ingredient and beautifully minimalist. Known for its subtle, woody scent, it adapts uniquely to you, making it unforgettable yet never overpowering.
• Juliette EDP: A seductive dark cherry blended with woody modern notes of pink pepper, cashmeran, and at its heart, a beautiful jasmine absolute.

For VIB and Rouge members, Sephora offers an online-exclusive rotating gift from Skinfix for the first time. The gift includes Skinfix's Triple Lipid-Peptide Cream, a buttery-rich, derm-recommended, and award-winning moisturizer that instantly restores the skin barrier and improves six signs of aging for skin that’s deeply hydrated, radiant, firm, plump, smooth and soft. Also included is Skinfix's Triple Lipid Activating Serum, a clinical-grade serum with 10 potent, active ingredients, including polypeptides and niacinamide, that visibly plumps fine lines in seven days.

Beauty Insider members who would rather rack up points on their birthday can opt for 250 Beauty Insider points instead of a physical gift. This perk is available exclusively in-store. 

The gifts can be redeemed for free at Sephora and Sephora at Kohl’s locations or online with a $25 minimum purchase. Customers can redeem their Birthday Gift for free in-store or by spending a minimum of $25 at sephora.com or sephora.ca. No minimum purchase is required to redeem at Sephora at Kohl’s or on kohls.com. Kérastase, Juliette Has A Gun, and Kayali products are not available at Sephora at Kohl’s, or Kohls.com.

Sephora's regular updates are part of what keeps its rewards program so successful. The program first launched in 2007 and now boasts more than 40 million members across the US and Canada. The birthday gift is one of the retailer's most popular perks. 

“What’s been kind of the bedrock of the program … every time we do consumer research, it’s always the [number one] benefit, is the birthday gift," Berlind told Modern Retail. "People just love the birthday gift. We work really hard with the brands that participate to make it a compelling gift each year. And we’ve continued to offer more choice to our clients as well over the years."