Sephora’s Racial Bias in Retail Study

Sephora has taken a bold step to confront an issue that plagues the industry: racial bias. The beauty giant's groundbreaking Racial Bias in Retail Study has shed light on the uncomfortable reality that Black and BIPOC (Black, Indigenous, and People of Color) shoppers face discrimination at significantly higher rates than their white counterparts. 

Sephora's research in January 2021 revealed that Black retail shoppers are 2.5 times more likely to receive unfair treatment based on their skin color compared to white shoppers. Similarly, BIPOC shoppers are twice as likely to experience bias due to their ethnicity. These findings are more than numbers—they represent real experiences of individuals who have felt marginalized while simply trying to engage in the universal act of shopping.

Recognizing the gravity of these findings, Sephora has implemented a zero-tolerance policy towards profiling, discrimination, harassment, and retaliation by employees. This policy is backed by immediate termination to ensure that all shoppers are greeted promptly and consistently, fostering a welcoming environment for everyone.

The company has also introduced new employee training programs aimed at eliminating such biases and ensuring a positive shopping experience for all customers.“At Sephora, diversity, equality, and inclusion have been our core values since we launched a new kind of beauty retail destination in the U.S. over 20 years ago – but the reality is that shoppers at Sephora, and in U.S. retail more broadly, are not always treated fairly and consistently,” said Jean-André Rougeot, President and CEO, Sephora Americas.

Sephora's mission is to create a beauty shopping experience that welcomes all and inspires fearlessness within the community. With over 2,700 stores in 35 countries and a robust online presence, Sephora is positioned as a leader in prestige omni-retail. Their commitment to inclusivity is evident in their diverse product range, catering not only to women but also offering fragrances, skincare, shaving, and other products for men.

As we reflect on the impact of Sephora's study, it's clear that the brand's success is rooted in more than just its marketing strategy, which employs the 4 Ps—Product, Price, Promotion, and Placement. It's also about taking a stand against societal issues and striving to make a difference. Sephora's actions serve as a powerful example of how data can drive accountability and spark significant change.

For more information on Sephora's initiatives and the full Racial Bias in Retail Study, visit the Sephora Newsroom and join the conversation on creating a more inclusive retail world.