Sephora once again posted solid revenue growth in
2025 , against a particularly high basis of comparison .
At DFS , initiatives to streamline operations helped
improve profitability , despite business activity still being
held back by prevailing international conditions .
Sephora turned in a solid performance , continuing to
gain market share and reaffirming its powerful brand
and its effective , resilient business model . Growth was
particularly strong in Europe , the Middle East and Latin
America . Business continued to grow in North
America . In a still challenging Chinese market , the
strategic focus was on further differentiating Sephora ’ s
range of products and services , particularly in makeup ,
as well as building loyalty and enhancing the in - store
experience . These initiatives yielded very encouraging
outcomes as store traffic gradually picked up .
Makeup remained the top category by sales volume ,
followed by skincare , fragrance and haircare . Fragrance ,
meanwhile , showed the strongest momentum thanks
to a number of product innovations and new applica -
tions , such as mists and layering . Exclusive brands ,
which made up nearly half the brand portfolio , were
the most significant source of growth . Rhode – the
“ native online ” makeup and skincare brand founded by
Hailey Bieber , launched in North America followed by
the United Kingdom – was Sephora ’ s biggest - ever
launch . The Maison also continued with its partnership
strategy , as demonstrated by the new “ We Belong
to Something Beautiful ” campaign with Lady Gaga ’ s
Haus Labs brand
Sephora continued to invest in its omnichannel strat
egy and expand its retail network opening around a
hundred locations in 2025 This expansion was particu
larly dynamic in the United Kingdom with five new stores
delivering outstanding performance A new flagship
store opened in São Paulo while a new store concept
was rolled out in North America . The Maison contin -
ued to develop its Sephora experience concept in
Asia , exemplified by a new store in Bangkok and the
renovation of existing stores in China . Meanwhile , the
app continued to establish itself as Sephora ’ s “ digital
flagship ” , offering an enhanced experience .
Sephora continued to grow its community of 80 mil -
lion active members around the world and strengthen
its brand , which has ranked among the world ’ s top
100 brands for several years running . The “ SEPHORiA ”
world tour continued , with events in Milan , Shanghai ,
Paris and Dubai .
The Maison reaffirmed its values and its commitment
to environmental and corporate social responsibility .
For the third year in a row , Sephora renewed its
partnership with the Rare Beauty brand to mark World
Mental Health Day .
With tourism recovering more quickly in some markets
than others , DFS focused on improving its profitability ,
notably by streamlining its store network and under -
taking targeted marketing initiatives . Its Abu Dhabi
airport store and the Galleria in Okinawa , which
celebrated its 20
th
anniversary , continued to attract
high foot traffic and strong demand . Revenue grew in
Hong Kong and Macao thanks to a strategy of forging
stronger partnerships with iconic brands , renovating
stores , launching exclusive products and running
high - impact events and initiatives at key locations ,
such as Four Seasons Macao
Le Bon Marché once again posted revenue growth
driven by its differentiation strategy focused on a
continuously renewed selection of exceptional prod
ucts exclusive partnerships and concepts and a rich
array of cultural events Highlights of the year included
the Le La Serpent exhibition which gave carte blanche
2025
Highlights
OUR MAISONS
TAKE ACTION
—
SEPHORA ’ S VM360 INITIATIVE
Sephora has launched the VM360 initiative ,
through which merchandising waste is collected
and sent to a dedicated warehouse where
materials are sorted and transformed into new
packaging or products primarily Sephora
and Sephora Favorites e commerce boxes This
closed loop system is designed to reduce
waste reuse materials and streamline logistics
To date it has already enabled the production of
850 000 gift boxes from 120 metric tons of
recovered materials