Sephora has announced which prestige beauty brands will be sold within Sephora in Kohl’s beginning in August, 75% of which are exclusive to Sephora U.S. and Sephora in Kohl’s, as part of a new omni partnership, which was revealed in December 2021. The assortment, which Jefferies Equity Research said, skews heavily towards Estée Lauder, which will offer items in all four beauty categories, and overall has a “skin care and hero item skew” which looks to drive a younger demographic to Kohl’s for long term growth. Items will be available on Kohls.com and in 200 Kohl’s stores, and will include products by brands including Fenty Beauty, Rare Beauty by Selena Gomez, Milk Makeup, Drunk Elephant, Tatcha, Fresh, Smashbox, Tarte, Bumble and bumble, Origins, Too Faced, and Ole Henriksen. Hero items look to serve as gateways to brands’ larger assortments, the report said.
“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. 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,” said Artemis Patrick, Sephora’s Executive Vice President and Global Chief Merchandising Officer. “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.”
Cult classics such as Clinique, Estée lauder, Lancôme and Bare Minerals, along with emerging clean brands such as ILIA and Milk Makeup, will also be on offer. Additional brands, by category, include:
- Makeup: Anastasia Beverly Hills, Beauty Blender, Benefit Cosmetics, Bite, Blinc, Buxom, Charlotte Tilbury, Cinema Secrets, Estée Lauder, Grande Cosmetics, Huda Beauty, Iconic London, IT Cosmetics, ITEM London, Kaja, Kosas, KVD Vegan Beauty, Makeup By Mario, Make Up For Ever, Makeup Eraser, Merit, NARS, Natasha Denona, One/Size, Patrick Ta, Rare Beauty, Saie, Sephora Collection, Shiseido, Stila, Tarte, Too Faced, Tower 28 Beauty, Urban Decay, Velour Lashes and Violet Voss
- Skincare: Belief, Biossance, Caudalie, Clinique, Dr. Dennis Gross, Dr. Jart+, Estée Lauder, Farmacy, First Aid Beauty, FOREO, GLAM GLOW, Glow Recipe, Herbivore Botanicals, HUM Nutrition, The INKEY List, INNBeauty Project, Innisfree, Isle of Paradise, Josie Maran, Kate Somerville, Kiehl’s, Kora Organics, Laneige, Mario Badescu, Origins, Paula’s Choice, Peace Out, Peter Thomas Roth, Ren, Shiseido, Skinfix, Sol de Janeiro, St. Tropez, Strivectin, Summer Fridays, Sunday Riley, Supergoop, Tan-Luxe, The Ordinary, Youth to the People
- Hair: Amika, Bumble and bumble, Briogeo, Color Wow, Drybar, Gisou, IGK, Olaplex, Ouai
- Fragrance: Burberry, Calvin Klein, Chloe, Clean Reserve, Dolce & Gabanna, Estée Lauder, Giorgio Armani, Gucci, Juicy Couture, Juliette Has a Gun, Lancome, Marc Jacobs, Maison Margiela, Nest New York, Paco Rabanne, Philosophy, Prada, Ralph Lauren, Tom Ford, Valentino, Viktor & Rolf, Yves Saint Laurent
“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,” said Doug Howe, Kohl’s Chief Merchandising Officer. “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.”
Kohl’s and Sephora intend to expand the immersive, premiere beauty destination to at least 850 stores by 2023, with 400 locations targeted to open in 2022.
All Sephora at Kohl’s locations will feature 2,500 square feet of dedicated space. Sephora-trained beauty advisors will provide consultations and assistance; testing and discovery zones will be prominently featured.