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Beauty Briefing: How Sephora is evolving its loyalty program in a competitive retail environment

By Emily Jensen

Aug 18, 2026

Amid a competitive beauty retail environment where an omnichannel approach is non-negotiable for many brands, major retailers like Sephora are experimenting with new loyalty perks to keep consumers shopping from their stores. At Sephora, those efforts include gamified rewards activities, extra points on select brands and an increasing emphasis on experiential activities.