Sephora UK pilots quiet hours in select stores

Sephora UK is piloting new quiet hours in-store, supporting its commitment to creating a more "inclusive and welcoming" shopping experience for customers.

The new quiet hours will take place every Tuesday and Thursday from 10am-12pm, hoping to appeal to those who may benefit from a less sensory-stimulating environment.

As part of this, the beauty retailer will dim lights where possible, lower or turn off music, minimise the static digital screens in-store, and encourage a calmer store environment.

Running until 26 July, participating stores include Westfield London, Birmingham Bullring and Manchester Trafford.

Sarah Boyd, Managing Director at Sephora UK, told TheIndustry.beauty: "Sephora at its heart is a brand that champions inclusion in all aspects, including adapting our in-store experience to cater to those that may have difficulty with overstimulation. We recognise that there are different needs for our customers when it comes to their shopping experience, and we want to ensure we can welcome everyone into our stores in the way they would prefer.

"Over the last year, we have really listened to consumers and our in-store team who have expressed how overwhelming the store environment can be at times. We recognise that our stores can be very busy, which is a great source of pride of course, but we also know that this can be intense for some shoppers with sensory concerns.

"We are exploring different ideas and formats to appeal to all the beauty lovers from all walks of life and age groups and are always open to feedback and ideas. We take pride in how responsive we can be to areas where we can improve across our business."

Sephora originally left the UK market in 2005, having opened a handful of stores. At the time, sources claimed that high rents and tough competition led to its exit.

In 2021, as a prelude to its return, the retailer acquired Feelunique in a £132 million deal. It then launched in the UK online in October 2022, later opening stores at Westfield London and Westfield Stratford in 2023.

Sephora has since expanded its presence across the UK, with new stores in Manchester, Newcastle, Birmingham and Kent, as well as plans for Liverpool and Sheffield.