How to Get Into Sephora—And Stay There: What Beauty Brands Need to Know

Breaking into major beauty retailers like Sephora, Ulta Beauty, Target, and Space NK can transform a brand overnight. However, securing shelf space is only half the battle—staying there is the real challenge.

Beauty retail expert Thomas Smith sums it up best: “Second chances in retail rarely happen.” A mismanaged launch or slow sell-through can swiftly lead to a brand’s removal from stores. So, what does it take not just to get stocked at Sephora but to thrive there?

📌 Why Wholesale Still Matters

Despite the rise of direct-to-consumer (DTC) brands, wholesale retail partnerships remain crucial. Even industry disruptors like Glossier eventually pivoted, launching in Sephora in 2023 to reach a broader audience.

Retailers offer more than just shelf space—they provide:
✔ Access to a loyal customer base
✔ Prestige and credibility that DTC struggles to build alone
✔ Experiential shopping opportunities like beauty consultations

However, competition has never been fiercer. “The number of indie beauty brands has skyrocketed,” says Paula Floyd, CEO of Headkount, making it harder for retailers to invest deeply in every single brand.

💡 How Beauty Brands Secure a Spot

Retailers won’t take just any brand. To land a place in stores, brands must prove they can drive sales.

✔ Strategic Networking Is Key – While cold emails sometimes work, investor introductions, brokers, and viral social media presence significantly improve success rates.
– Example: Shizu Okusa, founder of Apothekary, secured Ulta placement in 2024 through an investor connection that started with Nike.

✔ A Strong, Engaged Community – Retailers love brands with cult followings. A loyal customer base translates to strong sell-through.
– “Retailers want a tribe, not just social media followers,” says Thomas Smith.

✔ White Space Positioning – Brands that solve an unmet consumer need stand out.
– Example: Apothekary’s focus on Eastern medicine secured its uniqueness in Ulta.

✔ A Hero Product Helps – Retailers favor brands with at least one bestseller that drives repeat purchases.
– Think: Tarte’s Shape Tape Concealer or Laura Mercier’s Setting Powder.

🚧 Once You’re In, How Do You Stay There?

Many brands assume getting into Sephora or Ulta signals lasting success. The reality? Without strong execution, brands can be dropped quickly.

🔥 1. Retail Launches Require Heavy Investment

Retail placements demand significant financial commitments—from in-store displays to marketing.
– End-cap displays: $30,000+ per premium spot
– Influencer collaborations & sampling programs
– In-store activations & staff training

Failing to invest properly often leads to low visibility and weak sales.

📦 2. Inventory Management Is Crucial

Poor inventory planning is a brand killer.
🚨 Overstocking = Excess inventory that retailers may not reorder.
🚨 Understocking = Potential stockouts, leading to lost sales and consumer frustration.

Shizu Okusa stresses the importance of cautious inventory management to avoid burning capital early on.

🏬 3. Train the Retail Sales Associates

Retail sales associates often determine how well a product sells. Yet, turnover is high, and product knowledge frequently declines.

Smart brands invest in:
– Regular product education sessions
– Gifting programs for in-store employees
– Consistent in-store activations to keep staff engaged

Brands that routinely conduct training see stronger long-term sell-through.

🛑 Final Takeaway: Landing Sephora Is Just the Beginning

Sephora, Ulta, and other beauty retailers provide incredible opportunities—but only for brands that execute flawlessly.

Without a strong launch strategy, disciplined inventory management, and ongoing sales education, brands can struggle and risk getting dropped.

> “Retail brands rarely get a second shot,” warns Thomas Smith.

The brands that truly win in retail understand this: Getting into Sephora is step one—staying on the shelves is the real success.