THE WHAT? Sephora has announced the global rollout of its Quiet Hours initiative, introducing designated periods of reduced sensory stimulation across its stores to provide a calmer and more inclusive shopping environment.
THE DETAILS The initiative follows a pilot programme conducted in 32 stores across eight markets and will now be implemented in all regions where Sephora operates. During Quiet Hours, stores will lower music volume, dim lighting, adjust digital screens and minimise sensory distractions to create a more comfortable shopping experience. The programme was developed in collaboration with neurodiversity experts, including Open Inclusion and Purposeful Futures, as well as Sephora employee resource groups. According to Sephora, most neurodivergent shoppers participating in the pilot reported that Quiet Hours significantly improved their shopping experience, while 90% of customers said the initiative made stores feel more inclusive and welcoming. The retailer said the programme will reach its global community of approximately 80 million beauty consumers.
THE WHY? The rollout supports Sephora’s broader inclusion strategy by addressing the needs of neurodivergent and sensory-sensitive consumers while enhancing accessibility across its retail network. The initiative also reflects a growing industry focus on inclusive store design and customer experience, with Sephora positioning itself as the first beauty retailer to implement such a programme on a global scale.
Source: Sephora
