Sephora is finally coming to Israel, with the global beauty retailer set to open its first locations in the country on August 20.
The initial rollout will include six stores and five in-store boutique locations, according to details obtained by Ynet. The first stores will open at Azrieli Mall in Tel Aviv, Malha Mall in Jerusalem and Ayalon Mall, with three additional mall locations expected to follow.
An illustration of Sephora Collection
In-store boutique Sephora locations will also open inside all Glam 42 stores, including at MEEX Sharonim in Hod Hasharon, Mul HaHof Village in Hadera, Star Center in Ashdod, the Dead Sea Mall and My Baby in Yarka.
But Israeli Sephora fans should temper expectations. At this stage, the stores will operate as Sephora Collection locations and will sell mainly the retailer’s own private-label products rather than the full assortment found in Sephora stores overseas.
That means major brands closely associated with Sephora, including Huda Beauty, Charlotte Tilbury, Rare Beauty and Fenty Beauty, will not initially be available.
The launch is being treated as a pilot. If it succeeds, LVMH, the luxury conglomerate that owns Sephora, could allow the broader range of brands sold by the chain to enter Israel. The longer-term goal is to establish a fuller Sephora retail network in Israel within two years. For now, the company is testing the market and its local partners.
Sephora Collection itself offers a wide range of makeup, skincare and beauty accessories at relatively accessible prices compared with many of the prestige brands sold by the retailer.
Its lineup includes hand masks, toner pads, body fragrances, long-lasting liquid lipsticks, foundations and concealers, volumizing mascaras, hyaluronic acid face masks, caffeine eye patches designed to reduce puffiness, professional makeup brushes, beauty sponges and gift sets.
Some LVMH-owned or affiliated brands may also be sold at the Israeli locations, including Benefit, Fresh and KVD Beauty, with the possibility that fragrances from Guerlain and Givenchy will also be offered.
Glam 42, the franchisee bringing Sephora Collection to Israel, began operating in the local market with a perfume and skincare store at the Dead Sea Mall.
It will sell Sephora products alongside another franchisee, which is expected to begin marketing the products in Israel in October.