Sephora, Kohl’s reveal 125-plus brand lineup

Marianne Wilson
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Sephora at Kohls

Cult favorites and prestige beauty brands will soon be available at Kohl’s Corp.

The department store retailer and Sephora revealed the lineup of brands that will be available at the upcoming Sephora shops inside Kohl’s. The two companies announced in December they were partnering to open hundreds of in-store Sephora shops inside Kohl’s stores. The format will launch in some 200 stores, with another 400 targeted for 2022.  A total of 850 stores are expected by 2023. Customers will also be able to shop the assortment online at Kohl’s web site starting in August. 

The Sephora at Kohl’s shops will offer more than 125 brands, 75% of which will be exclusive to the format, in makeup, skincare, hair and fragrance. The featured brands are a mix of hard-to-find cult faves, celebrity brands and well-known prestige labels. All purchases will be eligible for Sephora Beauty Insider points.

“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.”

The Sephora at Kohl’s shops will feature 2,500 sq. ft. of dedicated space and be prominently located upfront. The shops will be staffed by Sephora-trained advisors, who will be available for personalized beauty consultations and assistance. Testing and discovery zones will serve up a rotating assortment of new, emerging or trending products.