Then, LVHM is there blaming Amazon for Sphrah’s slow sales. As for me, I am all, what now? The compliance with the LVHM CFO 2025 gains report decreased by 3% due to the aggressive Amazon pricing strategy. The stores are thriving, but electronic commerce is receiving a smaller blow in the United States because Amazon, which is overcoming Sephora’s prices, but coincides with the same price. However, that Bee said that the selected items are shown at better prices on Amazon, such as Kérasta’s Gloss Absol, which is sold in Sephora for $ 36, but in Amazon at $ 26. Malhegh, they have seen a general fall in the income, the company says they still feel very solid turbulent times and feel that sales will improve.
Sephora has not addressed the spring savings event and probably won, but according to Beauty Independent Sales there was a sales slide during the event this year. They reported that the spring beauty route of Uult had more organic traffic than the spring savings event of Sephora and had a general decrease in the bathing, body and hair care categories. I know that I personally did not make a great sale of Hul this year. I simply did not find anything of interest I needed or wanted. I also believe that the sale came at a fairly bad moment in the discussions of the War of the Rate. Beauty brands are struggling to discover how to survive in these uncertain times. Many narrower independent brands are closing a sad and even more popular store of the YouTube era are closing (Glam Glow is one that fell recently).
We will have to wait and see if sales improve, but I can’t say that Amazon is Sephora’s biggest problem. Uulta is Sephora’s biggest competition with a better cash return reward program, better sales and outstanding brand growth (they have brought so many brands in the last five to six years). In addition, Tiktok has been a great source of brand direct purchases, which makes it easy enough to overlook Sephora to complete, buy in the brand directly with free shipping and, sometimes, an even cheaper price.
I want Sephora’s success, but in recent years they have been very turbulent for them. I am still a Sephora girl, but I will easily admit that most of the money spent on beauty is not with Sephora lately. I am curious to know how things will go in the coming months, as the holidays approach!