Sephora introduces major change to present a ‘calmer shopping environment’

Sephora will reduce music volume, dim lighting and soften in-store screens during set time blocks, though it did not share specific hours - (AFP/Getty)

Sephora is rolling out a new global initiative called “Quiet Hours” — designed to create a calmer and more accessible in-store shopping experience.

The beauty retailer will begin lowering music volume, dimming lights and reducing the intensity of in-store screen displays during designated time blocks, though the company did not specify exact hours in its announcement last week.

The goal, according to the company, is to offer a less overstimulating environment for customers who prefer a quieter retail setting or may be sensitive to sensory-heavy spaces.

“The initiative was shaped by listening to the neurodiversity community, including experts such as Open Inclusion and Purposeful Futures, but also internal [employee] resource groups,” the company said in its announcement, adding that “most of neurodivergent shoppers say quiet hours significantly improves their experience.”

The pilot program, which ran in 32 stores across eight markets, was widely successful, with most neurodivergent shoppers reporting that Quiet Hours significantly improved their in-store experience, Sephora said. Overall, 90 percent of customers said the initiative made Sephora stores feel more inclusive and welcoming for everyone.

90 percent of customers said the initiative made Sephora stores feel more inclusive and welcoming for everyone. (AFP/Getty)

“What began as a response to the needs of neurodivergent beauty fans across the world became a much bigger opportunity: to reimagine what the experience can be for many who find retail physical environments challenging,” Chloe Matharu, an inclusion and brand strategist at Purposeful Futures, which advises companies on accessibility and inclusive growth, said in a statement.

“By becoming the first global beauty retailer to introduce Quiet Hours, Sephora is setting a new standard for the industry, and proving that some of the most powerful innovations are those designed for inclusion,” she added.

Sephora is following in Walmart’s footsteps, which launched sensory-friendly store hours across its U.S. and Puerto Rico locations in 2023, typically running from 8 to 10 a.m. During that time, stores turn off music, dim the lights and switch TV displays to static images to create a calmer shopping environment.