NIQ and Sephora Partner to Transform Beauty Industry with Data-Sharing Breakthrough

NielsenIQ (NIQ) and Sephora have announced a landmark multi-year data sharing agreement designed to deliver the Full View of the North American beauty landscape. This collaboration aims to democratize access to beauty data for brands across the U.S. and Canada, unlocking unprecedented insights into consumer behavior and retail trends.

Unlocking a New Level of Beauty Intelligence

The partnership grants NIQ expansive point-of-sale coverage of Sephora’s omnichannel business, significantly increasing the breadth and depth of NIQ’s beauty data. As a result, Sephora becomes a designated Recommended Insights Partner, gaining access to NIQ’s industry-leading analytics to inform decision-making across the organization.

“At Sephora, our beauty community is the heart of our business, and we are constantly seeking out forward-thinking partners to help us better serve our clients throughout their shopping journey with us,” said Ryan Oto, Vice President, Business Intelligence & Analytics at Sephora. “This partnership with NielsenIQ is a strategic leap forward in how we listen to our beauty consumers, elevate insights across every touchpoint, and deliver on the future of beauty retail.”

Omnishopper and Digital Purchases: The Future of Beauty Data

Central to the collaboration is NIQ’s expanded Omnishopper and Digital Purchases solution. Launched in January 2025, Omnishopper features the world’s largest consumer panel with 250,000 highly engaged participants. This, combined with Digital Purchases, which aggregates data from transaction emails, enables a holistic understanding of consumer buying behavior across both online and offline channels.

Through these solutions, Sephora will gain granular insights into shopping trends and preferences across mass, drug, specialty, e-commerce, and social channels. This data-driven approach empowers Sephora and its brand partners to respond rapidly to evolving consumer needs and market shifts.

A New Era for Beauty Brands

The agreement is set to benefit beauty brands of all sizes, democratizing access to actionable data and enabling smarter, faster decisions in a highly competitive market. By leveraging NIQ’s comprehensive measurement capabilities alongside Sephora’s industry leadership, the partnership promises to set a new standard for retail intelligence in the beauty sector.

“NielsenIQ is deeply committed to beauty—and we’re especially proud to expand our coverage in prestige through this partnership with Sephora,” said Elizabeth Buchanan, President of North America at NielsenIQ. “Beauty is one of the most dynamic and culturally relevant categories in retail today. By combining Sephora’s leadership in the space with our unmatched measurement capabilities, we’re bringing new precision and visibility to the brands shaping the future of beauty.”

Key Takeaways

• The NIQ-Sephora partnership expands data access and visibility for beauty brands across North America.

• Sephora will leverage NIQ’s advanced analytics to enhance consumer understanding and optimize retail experiences.

• The collaboration’s Omnishopper and Digital Purchases platforms offer the most comprehensive view yet of consumer behavior across all beauty retail channels.

This strategic alliance marks a significant step forward for data-driven innovation in the beauty industry, promising richer insights and more dynamic growth opportunities for brands and retailers alike.