Good news for makeup lovers: Sephora Collection products went on sale Wednesday afternoon at new Glam 42 pop-up spaces at Tel Aviv’s Azrieli Mall and Ayalon Mall, as well as at five Glam 42 stores around the country. The launch is a long-awaited development for makeup and beauty enthusiasts who have spent years hoping for Sephora’s arrival in Israel, even if for now it includes only Sephora Collection, the retailer’s private-label brand, rather than the full range of products sold at Sephora stores abroad.
At the Ayalon Mall pop-up shortly after it opened there was brisk customer traffic, though no rush or long lines at the entrance. Some shoppers said they had come to the mall to shop and were surprised to discover Sephora Collection products being sold in Israel.
There are more than 130 makeup, skincare and beauty accessory products available at the pop-up, representing the main categories in Sephora’s private-label range. These included long-lasting lipsticks, lip glosses, face masks, body creams and oils, eyebrow liners, mascaras, lip liners, nail polish dryer, perfumes, false eyelashes, makeup sponges and more.
Sephora Collection products are being sold by Glam 42 alongside other brands carried by the Israeli beauty retailer, including Fugazzi, BORNTOSTANDOUT®, Moroccanoil, K-Beauty and amika.
Most Sephora stores abroad carry a much broader selection, with hundreds of Sephora Collection products. Still, we were told that additional merchandise has yet to be unpacked and will soon be added to the shelves.
Most prices for Sephora Collection products in Israel are higher than those abroad, partly because of differences in value-added tax. But some products are being sold at the same price or even for less. For example, the bestseller Candy Dust perfume is selling in Israel for 750 shekels for a 100-milliliter bottle, compared with 800 shekels at a Sephora store in London.
Happy customer at Ayalon Mall
(Photo: Oz Moalem)
Other products we checked included New Nail Polish, priced at 20.18 shekels abroad and 20 shekels in Israel; lip liner, 52.5 shekels abroad and 60 shekels in Israel; sugar body scrub, 73 shekels abroad and 90 shekels in Israel; and body oil for dry skin, 40.4 shekels abroad and 50 shekels in Israel.
Twelve-year-old twins Maya and Yuval Rokach came to the store with their father. “We were so excited that they finally brought the brand to Israel," one of the girls said. "This is the store where we most love to splurge when we travel abroad with our family. We found the perfume we love and the face mask too. We didn’t go crazy shopping today, but we’ll definitely come back here with Mom.”
We also met Ilana and her 11-year-old daughter Tamar, who were surprised to find the Sephora Collection pop-up at the entrance to the mall. The chain is a favorite of both of them.
“It’s nice that the brand made aliyah to Israel,” Ilana said. “It immediately drew both of us into the store, but the prices are less great. The prices here are more expensive. They explained to us that it’s because of the added VAT, and that’s disappointing.”
Another customer named Tamar, who came especially from Rishon Lezion to buy eye shadow, was disappointed.
“There were no eye shadows in stock,” she said. “They said they’ll arrive later. Basically, they don’t have any eye products at all, and that’s mainly what I came for because Sephora is unbeatable when it comes to the rich selection of eye shadow colors and eye makeup products in general. So I’ll wait patiently until they get them later.”
One shopper who appeared particularly happy was Limor, 31, from Kiryat Ono, who describes herself as a “Sephora freak.”
“I’m one of those people who never stops asking anyone traveling abroad to buy Sephora products for me before my stock runs out and before my next trip overseas,” she said. “For me, it’s completely wow that the products are finally being sold here. They said prices here would be higher than abroad, but from what I checked, there are actually some bargains.
“For example, I saw the eyebrow gel I always buy abroad. There I pay 120 shekels, and here, to my surprise, it’s only 60 shekels. It’s also a version that’s hard to find abroad because it’s constantly sold out. Walking around the pop-up here feels like wandering through an amazing candy store. At the end of the day, it feels like Sephora in terms of the scents and colors. Everything is arranged beautifully on the shelves. I’m enjoying it big time.”
The launch is, in effect, a pilot for Sephora Collection in Israel. If it succeeds, the selection could be expanded in the future at Sephora Collection’s discretion.
According to sources close to the deal, it is an ongoing agreement that will include regular merchandise orders. Sephora’s private-label brand has about 800 product codes, while between 120 and 150 are expected to reach Israel in the initial phase. The deal is worth tens of millions of shekels, making it likely that the products will be sold in Israel for at least a year.
After reports emerged that Sephora Collection products were coming to Israel, executives at the global retailer were surprised by the prominent headlines and enthusiasm in Israel surrounding the launch and sought to clarify the limits of the deal.
“Glam 42 will offer a selection of Sephora Collection products in its stores,” Sephora said. “The Sephora Collection brand has signed a temporary sales agreement with Glam 42. A selection of authentic Sephora Collection products will soon be available at selected Glam 42 stores. However, we wish to clarify that Sephora has no plans to open stores in Israel.”
Glam 42 stressed the same point.
“All Sephora Collection products offered at Glam 42 and at the pop-ups in Azrieli malls are authentic products purchased directly from Sephora Collection in France,” the company said. “These are not surplus goods, outlet products or inventory obtained from external sources. It is important to clarify that Glam 42 is an independent Israeli beauty retailer and is not the Sephora chain, and this activity does not constitute the opening of Sephora stores in Israel.”
The company added that the product selection could be expanded in the future at Sephora Collection’s discretion.
In other words, Sephora itself has not opened stores in Israel. Glam 42 has opened dedicated pop-up spaces and is selling Sephora Collection products at its existing locations alongside other beauty brands.