Together Kohl’s and Sephora are hoping to bring prestige beauty to the masses, yet the bulk of the brands the Sephora is bringing to department-store shoppers through the new partnership will be exclusive to the Sephora at Kohl’s locations.
“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,” Doug Howe, Chief Merchandising Officer at Kohl’s, tells the press.
“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.”
Sephora at Kohl’s immersive beauty experience to launch in August
This summer, the new store-within-a-store will open in some 200 locations. Next year 400 more locations will be added; and by 2023, the Sephora at Kohl’s shops are expected to number 850 or more.
Artemis Patrick, Sephora’s Executive VP and Global Chief Merchandising Officer is enthusiastic that the beauty specialty retailer’s new partnership will expand both the company’s product assortment and consumer reach: “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,” she says in today’s media release about the partnership. “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,” says Patrick.
“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,” she says.
Sephora at Kohl’s to be a cross-category beauty assortment
The current plan is to bring over 125 brands to the new Sephora at Kohl’s shops, several will be brands already sold by Sephora—Fenty Beauty, Drunk Elephant, Lancôme, Milk Makeup—though, the majority will be exclusive to the new concept shops.
Brands will span color cosmetics, skin care, hair, and fragrance. And Sephora’s so-called featured categories (such as Clean at Sephora) will be included as well. The full assortment of brands will also be sold on Kohls.com.
36 color cosmetics brands will be included: brands like Laura Mercier, Make Up For Ever, One/Size, Tower 28 Beauty, and Huda Beauty. 9 hair brands, such as Olaplex, Drybar, and Briogeo Hair Care, will be sold in Sephora at Kohl’s shops. Nearly 50 skin care brands will be, including Caudalie, HUM Nutrition, The INKEY List, Innisfree, Mario Badescu, Ren, Shiseido, and Tatcha.
And 20+ fragrance brands will be sold through the new partnership as well: Burberry, Clean Reserve, Dolce & Gabbana, Gucci, Maison Margiela, Philosophy, Ralph Lauren, and YSL, for instance.