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How To Get Your Beauty Brand Stocked At Sephora

May 22, 2025
How To Get Your Beauty Brand Stocked At Sephora

Securing a spot on Sephora’s shelves is a dream for many beauty founders and for good reason. Sephora isn’t just a retailer; it’s a global powerhouse with the influence to catapult a brand from niche to mainstream almost overnight. But getting in is a serious business move that requires strategy, patience and polish.

Here’s your complete guide on how to make it happen, from first impression to potential partnership.


Step 1: Know What Sephora Looks For

Before reaching out, it’s vital to understand what Sephora wants. They’re not just interested in trendy packaging, they’re looking for:

  • Innovation: Does your product fill a gap in the market?
  • Performance: Does it deliver visible results or solve a real problem?
  • Brand Story: Are you offering a compelling narrative or mission that customers can connect with?
  • Market Validation: Have you proven there’s a demand (through DTC sales, social traction, glowing PR, etc)?
  • Scalability: Can you keep up with a major retail supply chain?

Tip: Study brands that Sephora has onboarded in the last 12–24 months. What do they have in common? What kind of content do they post? How do they tell their story?


Step 2: Get Your House in Order

Before you approach a buyer, you need to be retail-ready. That means having:

  • Barcoded and shelf-ready packaging
  • Professional product photography
  • Product testing or certification where relevant (especially for skincare)
  • A clear pricing structure with healthy margins
  • A fulfilment process that can scale (inventory, warehousing, shipping etc)

You’ll also need a brand deck or pitch presentation that covers:

  • Your product line
  • Unique selling points
  • Target audience
  • Growth to date (sales, PR, influencers, customer reviews)
  • Vision for retail expansion


Step 3: Find and Reach the Right Buyers

Sephora’s buying team is broken into specific categories - skincare, makeup, hair, wellness, and so on. You’ll need to reach the right buyer for your category.

There are two main ways to get in front of them:

A. Warm Introductions

  • If you have a PR agency, publicist, or investor, ask if they can make an intro.
  • Research relevant buyers (e.g. “Senior Skincare Buyer at Sephora”) and see if you have mutual connections.

B. Cold Outreach

  • You can pitch directly via Sephora’s official product submission portal: https://www.sephorastands.com/brandsubmission
  • Alternatively, you can try emailing a buyer directly, but your email needs to be laser-sharp. Keep it short, link your pitch deck, and focus on what makes your brand a standout.

Sephora Buyer Email Pitch Template

Subject Line Options:

  • Introduction: (Brand Name) - Modern (Skincare/Makeup/Haircare) with Proven Demand
  • Potential Sephora Fit: (Brand Name) | Targeted Innovation and Scalable DTC Success
  • Retail Opportunity: (Brand Name) | (USP, e.g. ‘Barrier-Focused Skincare Backed by 20k Waitlist’)

Email Body:

Hi (Buyer’s First Name),

I hope you’re well. I’m the founder of (Brand Name), a (brief category e.g. skincare/makeup/haircare) brand that’s been gaining traction for its (insert key USP, e.g. “clinically-backed formulas with a community-first approach”).

Since launching in (launch year), we’ve:

    • Achieved £(revenue) in DTC sales
    • Built a loyal community of (number) customers
    • Gained organic coverage in (publication names)
    • Partnered with (creator/influencer name) who’s championed the brand to their (follower count) audience

We’re now in a position to scale and would love to explore whether we could be a fit for Sephora. I’ve attached our brand deck and line sheet, which outlines our bestsellers, margins, and fulfilment capabilities.

Please let me know if this is of interest, I’d be happy to send samples or arrange a quick introduction call at your convenience.

Warm regards,
(Your Full Name)
Founder, (Brand Name)
(Your Contact Info)
(Website) | (Instagram)

Attachment tips:

  • Keep the brand deck under 10 slides, make it visual, clear and compelling.
  • Include a line sheet with product details, pricing (retail and wholesale), and key ingredients or USPs.
  • If you’ve done recent press, attach a 1-page PR highlights sheet.

Bonus tip: Attend industry trade shows like Cosmoprof or Indie Beauty Expo, Sephora buyers often scout talent there.


Step 4: Nail the Buyer Meeting

If you get a meeting, congratulations, you’re on their radar. Here’s what to expect:

  • The buyer will ask about your products, pricing, ingredients, branding and scalability.
  • You’ll need to demonstrate that you understand the Sephora customer.
  • Be ready to talk numbers: current monthly sales, margins, marketing strategy, and production capacity.

Be confident, not pushy. Sephora isn’t just buying a product, they’re investing in a brand. They want to see long-term potential and partnership energy.


Step 5: Understand the Financials and Commitments

If Sephora agrees to stock you, it’s just the beginning. There are financial and operational considerations you’ll need to be ready for:

  • Slotting fees: While Sephora doesn’t charge traditional slotting fees like some retailers, there may be marketing contributions, discovery box placements, or exclusive launch costs.
  • Wholesale pricing: Expect to sell at around 50% of your RRP.
  • Packaging and compliance: You may need to rework your packaging to meet their guidelines.
  • Inventory expectations: You must be able to fulfil large orders quickly and consistently.
  • Chargebacks and penalties: Missing delivery windows or compliance issues can result in fees.


Step 6: Make PR Work in Your Favour

If you’re not quite ready for retail yet, strong PR can fast-track you.

Here’s how:

  • Get featured in beauty roundups, editor favourites, or gift guides across titles like Glamour, Stylist, Vogue, Refinery29.
  • Secure reviews and organic testimonials from influential creators.
  • Build brand credibility by aligning with trends (e.g. sustainable packaging, hyper-personalised skincare, clinical-grade formulas).

Sephora buyers pay attention to the buzz. If they keep seeing your product in the press or trending on TikTok, they’re more likely to take interest when you do reach out.


Step 7: What It Really Means to Be a Sephora Brand

Getting stocked in Sephora is a game-changer, but it’s not just a vanity metric.

Here’s what it means:

  • Global visibility: You’re introduced to millions of loyal customers who trust Sephora’s curation.
  • Sales boost: Many brands see a spike in sales after launch, both online and in store.
  • Brand credibility: Being stocked in Sephora makes you instantly more investable and more appealing to the press, influencers and other retailers.
  • Increased pressure: You’ll need to stay on top of production, customer service, and ongoing marketing to keep momentum.

 

Getting into Sephora isn’t just about luck, it’s about showing up prepared, clear on your value, and consistent in your execution. Whether you’re a startup with cult potential or a growing DTC brand ready to scale, the process is achievable if you approach it strategically.

Start by building a product worth stocking, then back it with proof - proof of concept, proof of community, and proof that you can play at scale.

If you treat Sephora not as a goal, but as a partner, you’ll be in a far stronger position when the opportunity comes knocking.

 

But... What If You've Tried That Already and You're Being Left On Read?

Beyond the traditional pitch-and-meeting route, there are several less conventional but still highly effective strategies to get your brand noticed by Sephora’s buying team. These work especially well for emerging or niche brands that may not yet have retail-ready traction but do have cultural momentum or a compelling edge.

Here are some practical, alternative routes to explore:

1. Sephora Accelerate Programme

Sephora’s Accelerate programme is designed specifically to support founders of colour and underrepresented entrepreneurs in the beauty space. It’s not just mentorship, many brands that go through the programme later end up stocked in-store or online.

What to do:

  • Apply when the programme opens each year (usually autumn)
  • Even if you’re not accepted, the application itself gets your brand in front of Sephora’s internal team
  • Past alumni include Topicals, Eadem, Hyper Skin — all now stocked by Sephora. More info: https://sephoraaccelerate.com


2. Gain Traction via Sephora Favourites or Sample Boxes

Sephora curates limited-edition sample kits and themed boxes, often by category (e.g. “Clean at Sephora,” “Best of Black Beauty,” “Glow Essentials”).

How it helps:

  • Participating in a box can serve as a trial run for the buyer team to assess customer response
  • These kits also put your product into the hands of thousands of customers who are actively engaged with new brands

How to get in:

  • Often requires an invite, but PRs, brand reps or insider contacts can recommend brands for consideration
  • You can mention openness to participating in your email pitch


3. Build Buzz on TikTok and Instagram (Especially with Creator Reviews)

A single viral video, especially when reposted across platforms, can grab Sephora’s attention faster than a cold pitch.

Practical steps:

  • Gift products to creators who already review Sephora launches
  • Frame your messaging around trends Sephora is known to favour (clean beauty, inclusive shades, clinical skincare, results-first)
  • Track and repurpose any user-generated content into your pitch or deck

Why this works: Sephora’s buyers watch what’s trending, especially content tagged with #SephoraHaul, #CleanAtSephora, or #SephoraMustHaves.


4. Use Retail Matchmaking Platforms

Certain platforms have direct access to retailer buyers (including Sephora) and offer introductions or pitch events:

  • RangeMe: Used by large retailers for product discovery
  • Faire: Less relevant for Sephora but a good place to build wholesale credibility
  • Beauty Independent: Offers pitch sessions and founder events

Pro tip: Look for events that mention “Meet the Buyer” or “Retailer Pitch Day”, even if Sephora isn’t there, others may pass your brand along.


5. Collaborate with an Existing Sephora Brand

It’s a bold move, but if you create a limited-edition product, accessory, or content campaign in collaboration with a brand already in Sephora, you may piggyback into the retailer’s ecosystem.

Example ideas:

  • A co-branded skincare tool with an indie serum brand
  • A curated creator box featuring your item plus Sephora-stocked favourites
  • A collab between your brand and a makeup artist who already has a Sephora-backed brand

This requires relationships, but it’s a creative way to build proximity.


6. Get Press in Sephora-Loved Outlets

Some media outlets have a direct influence on what gets picked up. These include:

  • Allure
  • Byrdie
  • Refinery29
  • Who What Wear
  • Glamour (UK and US)
  • PopSugar

Buyers often browse gift guides and trend reports from these platforms to identify emerging names. Try guest pitching editors directly with something timely, like:

  • “Black-owned SPF that works under makeup”
  • “New skin barrier mist that sold out in 72 hours”
  • “Viral lip oil with 10k-person waitlist”


7. Try Getting in Through Sephora’s Online-Only Channel First

Some brands launch online-only with Sephora before being rolled out in-store. This gives both you and Sephora a chance to test performance with lower risk.

How to position this:

  • Mention in your pitch that you’re open to starting with sephora.com or sephora.co.uk only
  • Highlight how you’ll support the launch with influencers, ads or email campaigns to drive awareness and sales

Getting stocked in Sephora doesn’t have to follow a single playbook. The real key is getting noticed and that can come from strong press, smart partnerships, compelling numbers, or powerful storytelling.

Think like a retailer: Would I want to take a chance on this brand?

If you can make a buyer’s job easier by showing proven demand and clear value, you’ve already got your foot in the door.

 

 

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