Sephora Will Not Open Stores in Israel; Limited Resale Deal Only

Despite recent excitement about Sephora's arrival in Israel, the global beauty giant has no plans to open stores in the country. An internal email from a senior executive at Sephora's parent company, LVMH, revealed that the only transaction made was a one-time resale deal for discontinued products from Sephora Collection, the brand's private label. This clarification came after several pop-up shops featuring a limited selection of Sephora Collection products were announced to open in Azrieli malls in Tel Aviv, Ramat Gan, and Jerusalem starting mid-August. These pop-ups are operated by GLAM42, an Israeli perfume and beauty importer founded by businessman Maor Kadosh in 2019, and do not include Sephora's luxury brands.

The LVMH executive warned internally that some parties mistakenly claimed rights to represent or expand Sephora in Israel based solely on purchasing some products. Azrieli Group stated that the pop-ups align with their strategy to broaden international brand offerings in their malls and provide Israeli consumers with a shopping experience similar to abroad. Industry sources told Globes that Israel's complex international status discourages many global brands from entering the local market, and that Sephora's full entry would require large flagship stores in prime locations, which is not planned in the near future.

Sephora, founded in France in 1969 and acquired by LVMH in 1997, is known worldwide for its extensive range of makeup, skincare, and fragrance brands, alongside its private label. The company pioneered the open-sampling retail model in the 1990s. While Israeli business leaders have long sought to bring Sephora to Israel, the brand's official presence remains limited to this temporary resale arrangement for now.