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Selling on Sephora

Interested in selling via Sephora? Then you’ve come to the right place. In the table of contents below you can see (and click on) what we will cover in this article.

Why sell through Sephora marketplace?

Sephora, a renowned beauty retailer, has established itself as a go-to destination for makeup enthusiasts and skincare aficionados alike. With a rich history dating back to its founding in France in 1970, Sephora has continuously evolved to become a global leader in the beauty industry. Offering an extensive range of high-quality products from both established and emerging brands, Sephora has successfully created a unique shopping experience that caters to the diverse needs and preferences of its customers. With its commitment to providing exceptional customer service and a wide selection of beauty products, Sephora has become a trusted destination for individuals seeking to enhance their beauty routines.

Advantages of selling through Sephora via e-tailize

  • Wide customer base with millions of loyal shoppers.
  • High visibility and brand exposure in-store and online.
  • Access to a global network of beauty enthusiasts.
  • Expert merchandising and marketing support.
  • Opportunity to collaborate with renowned beauty brands.
  • Seamless integration with Sephora's e-commerce platform.
  • Benefit from Sephora's strong reputation and credibility.
  • Potential for increased sales and revenue growth.

Fully integrate Sephora marketplace with your systems

Do you want to manage Bricoinn marketplace and any future or current marketplaces in one place? At e-tailize you can accommodate the following functionalities:

  • Sales on marketplaces throughout Europe (more than 125 integrations)
  • Centralized order management (automatic and manual)
  • Centralized stock management
  • Complete PIM system, specially designed for marketplaces
  • Easily place products on marketplaces from one screen
  • Integration with various fulfillment software (e.g., MyParcel or Picqer)
  • Connection with well-known CMS platforms (Shopify, WooCommerce, and more)
How do you sell on Sephora marketplace?
Step 1
Register your business with Sephora.

To sell on Sephora, you need to have a registered business. Ensure that you have all the necessary legal requirements and documentation in place before proceeding.

Step 2
Create an account on Sephora.

Once your business is registered, you need to create an account on the Sephora marketplace. Provide all the required information and follow the registration process to set up your account.

Step 3
Set up an e-tailize account.

To streamline your selling process on Sephora, create an e-tailize account. This platform will help you manage your inventory, pricing, and other aspects of your business efficiently.

Step 4
Upload your products using e-tailize

Using the e-tailize platform, upload all your products to your Sephora marketplace account. Ensure that you provide accurate and detailed information about each product, including high-quality images and relevant descriptions.

Step 5
Optimize and monetize with e-tailize

Utilize the ‘Analyze’ and ‘Advertize’ modules offered by e-tailize to optimize your product listings on Sephora. Analyze customer behavior, sales data, and market trends to make informed decisions and maximize your sales potential. Additionally, leverage advertising features to promote your products effectively.

Possible Problems and Challenges

Knowledge | Quite a bit of knowledge is needed to be able to compete well with current sellers on Bricoinn marketplace. That’s where an analytical tool like e-tailize can help you. Our dashboard gives you the insights and pointers you need to take the fight.

Errors | It is important that you as a seller keep your performance score as high as possible. Stable stock synchronization and reliable order forwarding are therefore critical. In addition, you also want to be able to efficiently process a high number of returns. With a tool like e-tailize you can be sure that there are no (synchronization) errors between your marketplaces, webshop(s), fulfillment parties, and the PIM system.

Scaling | When you have Bricoinn marketplace under control, you want to expand the number of channels – and thus your reach. If you import your products into a PIM system, you can also upload the products to other marketplaces in addition to Bricoinn marketplace. In addition, you have immediately arranged your order management and stock synchronization.

What categories do you have through Sephora marketplace?

The main categories you can sell on Sephora are:

  • Makeup
  • Skincare
  • Haircare
  • Fragrance
  • Bath & Body
  • Tools & Brushes
  • Men’s Grooming
  • Wellness
  • Gifts & Sets
  • Sephora Collection
The Buy Box
The Buy Box
When several partners offer the same product, one of the partners is featured in 'het koopblok' or the Buy Box. That's because this partner has the best offer in terms of price, delivery time, and service. Most sales are made through the Buy Box. So it is essential to win this. A common tactic to always win the Buy Box is to set up your own brand with unique EANs. If you are the only provider of a product, you will always win the Buy Box. Sephora must ensure it has the best offer in terms of price, delivery time, and service to win the Buy Box.

Seller Rating
Seller Rating
Your ability to get a high score on the 'service' aspect (named in the Buy Box section) depends entirely on your Seller Rating. Your Seller Rating is determined based on how well you meet Sephora's terms of service. Below this block you can find some of the conditions Sephora will measure.

The costs & conditions

As a seller on Sephora, there are certain fees and commissions that you need to be aware of. Sephora charges a commission fee on each sale made through their platform, which is typically a percentage of the total transaction value. Additionally, there might be listing fees for certain products or promotional fees for featured placements. These fees and commissions are essential for utilizing Sephora’s extensive customer base and marketing reach to boost your sales and brand visibility.

Selling conditions on Sephora include:

  • Time for returns: Sephora allows customers to return products within a specified time frame, typically 30 days, for a full refund or exchange. As a seller, you should be prepared to handle returns and provide excellent customer service in this regard.
  • Delivered on time percentage: Sephora expects sellers to maintain a high percentage of on-time deliveries. Timely shipping and efficient order processing are crucial to meet customer expectations and maintain a positive selling reputation.
  • Responsiveness to customer questions: Sellers are expected to promptly respond to customer inquiries and provide helpful and accurate information. Quick and efficient communication is essential to ensure customer satisfaction and build trust.
  • Maximum delivery time: Sephora sets a maximum delivery time frame within which sellers are expected to fulfill orders. This ensures that customers receive their products in a reasonable time period, enhancing their shopping experience.
  • Product quality and authenticity: Sephora maintains strict standards for product quality and authenticity. Sellers must ensure that the products they offer meet these standards to maintain their selling privileges on the platform.
  • Compliance with Sephora’s policies: Sellers must adhere to Sephora’s policies regarding product listings, pricing, promotions, and customer service. Failure to comply with these policies may result in penalties or suspension of selling privileges.

Learn how to sell on Sephora marketplace

To learn how to sell on Sephora, you can follow these steps:

  • Research Sephora: Familiarize yourself with the brand, its products, and its target audience. Understand the company’s values, mission, and unique selling points.
  • Product knowledge: Learn about the different brands and products available at Sephora. Understand the ingredients, benefits, and usage of various skincare, makeup, and fragrance items. Stay updated on new product launches and trends.
  • Training programs: Sephora offers training programs for its employees, known as “Sephora University.” These programs provide comprehensive training on product knowledge, customer service, and selling techniques. Take advantage of these training opportunities to enhance your skills.
  • Customer service skills: Develop strong customer service skills, as Sephora places a high emphasis on providing exceptional service to its customers. Learn how to engage with customers, understand their needs, and offer personalized recommendations.
  • Build relationships: Focus on building relationships with customers by providing personalized recommendations, offering samples, and following up on their experiences. Develop a friendly and approachable demeanor to make customers feel comfortable seeking your assistance.
  • Stay updated on trends: Keep up with the latest beauty trends, industry news, and popular products. This knowledge will help you provide relevant recommendations to customers and stay ahead in the competitive beauty market.
  • Practice selling techniques: Learn effective selling techniques, such as upselling, cross-selling, and suggestive selling. Understand how to highlight the unique features and benefits of products to persuade customers to make a purchase.
  • Attend workshops and events: Sephora often hosts workshops and events where you can learn from industry experts and gain insights into the beauty industry. Take advantage of these opportunities to expand your knowledge and network with professionals.
  • Seek feedback: Regularly seek feedback from your supervisors and colleagues to improve your selling skills. Actively listen to customer feedback and adapt your approach accordingly.
  • Embrace continuous learning: The beauty industry is constantly evolving, so it’s important to stay curious and open to learning. Read beauty blogs, watch tutorials, and engage with other beauty enthusiasts to stay informed and inspired.


In conclusion, selling on Sephora can be a lucrative opportunity for businesses in the beauty industry. With a wide range of product categories and a large customer base, Sephora offers a platform to boost sales and brand visibility. However, navigating the selling conditions and policies of Sephora can be complex. This is where e-tailize can help. By fully integrating with your systems, e-tailize allows you to manage multiple marketplaces, including Sephora, in one place. With functionalities such as centralized order and inventory management, a full PIM system designed for marketplaces, and integration with fulfilment software and CMS platforms, e-tailize streamlines the selling process and helps you optimize your performance on Sephora. By understanding and meeting Sephora’s selling conditions, providing excellent customer service, and staying updated on industry trends, businesses can maximize their success on Sephora and tap into its extensive customer base and marketing reach.

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Ricardo Rubino
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