Sephora has announced a global rollout of its Quiet Hours initiative, designed to provide a calmer shopping environment by reducing music volume and screen distractions at specified times. This makes the beauty retailer the first in the industry to implement such a program on a worldwide scale.
Global Expansion After Successful Pilot
The initiative follows a pilot in 32 stores across eight markets. The program will now be deployed in all regions where Sephora operates, including its Liverpool ONE store, which opened in May 2025. The chain has over 3,400 stores across more than 35 countries.
Quiet Hours were developed with input from neurodiversity research organizations Open Inclusion and Purposeful Futures, as well as internal employee groups. The goal is to create a more inclusive and welcoming shopping experience for customers who prefer a peaceful atmosphere.
Insights from Neurodiversity Research
Christine Hemphill of Open Inclusion said: “By listening directly to neurodivergent and sensory-sensitive beauty customers across five countries, we uncovered clear opportunities to rethink what more inclusive beauty retail spaces look, sound and feel like. Their experiences shaped the development of Sephora Quiet Hours.” She added that the initiative helps create an environment that is more welcoming and comfortable for many, calling it “a powerful example of how listening to broader perspectives can help ambitious, customer-oriented brands like Sephora design their spaces and service experiences where all consumer needs are considered and included.”
Chloe Matharu of Purposeful Futures noted: “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. 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.”
Sephora’s Commitment to Inclusion
Deborah Yeh, global chief marketing officer at Sephora, stated: “At Sephora, we’re driven by our purpose to champion a world of inspiration and inclusion where everyone can celebrate their beauty. With Quiet Hours at Sephora, we provide a beautifully calm atmosphere where clients feel welcome, allowing them to shop at their own pace, find and purchase the products they love.” She emphasized that Quiet Hours is one step in an ongoing commitment to building welcoming environments for employees, consumers, and communities.
Quiet Hours are aimed at anyone who enjoys a more peaceful shopping environment, with the goal of reducing sensory overload. The initiative reflects Sephora’s broader efforts to make retail spaces more accessible.
Liverpool ONE Store Details
Sephora’s Liverpool ONE store, located on South John Street, occupies a 6,727-square-foot space formerly home to Footlocker. It opened on May 22, 2025, with lengthy queues, and houses over 135 beauty brands. The store is among thousands worldwide that will implement Quiet Hours.
