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So, LVHM is over there blaming Amazon for sluggish Sephora gross sales. As for me, I’m all, say what now? In response to LVHM CFO 2025’s Q1 earnings report was down 3% attributable to Amazon’s aggressive pricing technique. Shops are thriving however e-commerce is taking a smaller hit within the US due to Amazon which isn’t truly beating Sephora costs however does match them on the identical value. Nevertheless, that being mentioned choose objects are exhibiting at higher costs on Amazon corresponding to Kérastase’s Gloss Absolu which is offered at Sephora for $36 however on Amazon at $26. Though, they’ve seen an general income fall the corporate says they’re nonetheless feeling very sound throughout turbulent occasions and feels gross sales will enhance.
Sephora hasn’t addressed the Spring Financial savings Occasion and certain gained’t however in keeping with Magnificence Impartial gross sales there was a slide in gross sales through the occasion this yr. They reported that Ulta’s Spring Magnificence Haul had extra natural site visitors than Sephora’s Spring Financial savings Occasion and had a decline general count on within the tub, physique, and haircare classes. I do know I personally didn’t do a significant sale haul this yr. I simply didn’t discover something of curiosity I wanted or needed. I additionally, suppose the sale got here at a somewhat unhealthy time through the tariff struggle discussions. Magnificence manufacturers are scrambling to determine learn how to survive in these unsure occasions. Many smaller indie manufacturers are simply closing up store which is unhappy and much more fashionable ones from the youTube period are closing down (Glam Glow is one which went down not too long ago).
We’ll have to attend and see if gross sales enhance however I can’t say that Amazon is Sephora’s largest challenge. Ulta being Sephora’s largest competitors with a greater money again rewards program, higher gross sales, and excellent model progress (they’ve introduced in so many manufacturers within the final 5 to 6 years). Additionally, Tiktok has been an enormous supply of direct model buying making it simple sufficient to bypass Sephora utterly, purchase from the model direct with free delivery, and typically a fair cheaper value.
I want Sephora success however the previous few years has been very turbulent for them. I’m nonetheless a Sephora girlie however I’ll readily admit the majority of cash spent on magnificence isn’t with Sephora currently. I’m curious how issues will go within the subsequent few months particularly because the Holidays develop nearer!
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