| Product Categories | Makeup: eye (mascara, brow, liner, shadow), face (foundation, concealer, powder, blush, BB cream, primer, setting spray), lip | Makeup, skincare, fragrance, hair care, bath & body, tools and accessories across third-party brands and own label | — | — |
|---|
| Brands Carried | — | Roughly 300+ third-party beauty brands (assortment varies by country) plus own-label Sephora Collection (makeup, skincare, tools, accessories) | — | — |
|---|
| Loyalty Programme | — | US & Canada: Beauty Insider, free Insider tier, VIB from $350 and Rouge from $1,000 spend per calendar year; 1 point per $1 spent. Programme terms differ in other countries | — | — |
|---|
| Returns Policy | — | US: returns within 30 days in most cases for refund to original payment; new or gently used items with proof of purchase; gift cards and some kits final sale. Varies by country | — | — |
|---|
| Clean & Sustainability Labels | — | Clean at Sephora seal (formulated without selected ingredients) and Planet Aware seal (brands with environmental commitments); US site | — | — |
|---|
| Price Positioning | Mass-market (drugstore) | Selective (prestige) beauty retail; own-label Sephora Collection sits at lower price points | — | — |
|---|
| Where to Buy | — | 2,600+ Sephora stores in about 35 countries, sephora.com and regional sites/apps; US: Sephora at Kohl's shop-in-shops in 1,000+ Kohl's stores | — | — |
|---|
| Parent Company | L'Oréal Group (acquired 1996) | LVMH (acquired 1997) | — | — |
|---|
| Founded | 1915, Chicago, by Thomas Lyle Williams; headquartered in New York City | 1969, Limoges, France; headquartered in Neuilly-sur-Seine, France | — | — |
|---|
| Signature Products | Lash Sensational (incl. Sky High), The Colossal, Fit Me, Instant Age Rewind, SuperStay (Matte Ink, face and lip), Lifter, Express Brow | — | — | — |
|---|
| Shade Range | Multi-shade foundation and concealer lines (Fit Me, SuperStay, Instant Age Rewind); AI-based online Foundation Finder; shade counts vary by product and market | — | — | — |
|---|
| Cruelty-Free Status | Not certified cruelty-free; parent L'Oréal states no animal testing since 1989 but notes authorities in some markets (e.g. China) may test; PETA lists the brand as testing | — | — | — |
|---|
| Brand Initiatives | Brave Together (mental-health programme), Conscious Together | — | — | — |
|---|
