‘We’re expanding with new shops and exclusive partnerships’
Becoming an incubator for European beauty brands is just the latest in a series of initiatives by Sephora, the LVMH Group’s chain of beauty stores with over 3,400 outlets and flagship stores worldwide and more than 130 in Italia, as Catherine Spindler, President of Sephora Europe & Middle East, explains: ‘Sephora has always been dedicated to discovering and promoting the brands set to shape the future of beauty. Europe is an extremely rich, creative and demanding market, brimming with talent and promising emerging brands that sometimes face difficulties as they grow. With the Sephora Prize, we aim to further strengthen our commitment by investing in the European beauty ecosystem, which is unique in its diversity and innovation.”
How does Sephora go about scouting for brands?
We don’t just follow trends. When we evaluate new brands, we look first and foremost to see whether they bring something genuinely new to the market: a unique product offering, a significant innovation, a compelling founder’s story or a distinctive perspective. Product quality, credibility and long-term growth potential are essential criteria. Our ambition is to identify brands at an early stage and help them grow through a genuine partnership approach. The brand founders are just as important: we look for people with a strong vision and a story that resonates with our community. We are a growth platform rather than simply a retailer, and we support brands from their initial momentum right through to international expansion.
Europe and the Middle East are his areas of expertise: how did these two markets perform in 2025?
2025 was another strong year in both regions: we continued to gain market share by expanding and investing in our network of shops. Europe remains a highly mature luxury beauty market, but continues to offer exciting opportunities driven by innovation, exclusive brands and omnichannel experiences. The Middle East has also continued to show strong momentum, supported by one of the world’s most active and engaged beauty communities.
