Beauty giant Sephora has returned to the UK after nearly 20 years – by betting on AI and gen Z

• Sephora, the French multinational retailer of personal care and beauty products, has made a comeback to the UK after an 18-year hiatus.
• Back in 2005, Sephora decided to close its UK stores due to market challenges and fierce competition from homegrown retailers like Boots and Superdrug.
• Sephora launched its online store in the UK in 2022 after acquiring Feelunique, a British online retailer.

The power of AI

• Another factor that may have influenced Sephora’s decision is the growing power of artificial intelligence (AI) in the beauty industry.
• Sephora has been at the forefront of this trend, leveraging AI to offer personalised skincare routines, virtual makeup try-on, and product recommendations based on individual preferences and skin types.
• By harnessing the power of AI, Sephora may be able to provide a more engaging and tailored shopping experience to its UK customers.
• The use of AI in beauty and fashion retail is a growing trend, with many companies recognising its potential to transform the shopping experience.

Back for good?

• The retailer has been opening new stores in various regions, including China, Russia and the Middle East.
• This international growth strategy could have given Sephora the confidence and resources to tackle the UK market once again.
• But its return to the UK market after nearly 20 years is a bold move that reflects the changing dynamics of the beauty industry.

Nisreen Ameen does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.