My Sephora: rewarding commitment beyond purchases

In October 2025 Sephora launched a revamp of its customer loyalty approach with My Sephora. The My Sephora loyalty program had been launched in 2003 and this overhaul truly redefines traditional practices. I won’t say it’s a revolution, but rather a decisive strategic evolution. From now on, customer loyalty is no longer measured solely by the amount spent, but by all interactions that strengthen the brand and its awareness. At the Tech For Retail conference, I was able to attend a presentation by Catherine Spindler who detailed the genesis of this new loyalty program.

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A major evolution in the concept of customer loyalty

The My Sephora loyalty program perfectly illustrates the evolution of consumer expectations in 2025. Unlike traditional systems based on the rule “1 euro = x points”, this new approach values holistic customer engagement. Every in-store visit now earns 5 loyalty points, regardless of purchase. This revolutionary mechanic recognises that the customer’s mere physical presence adds value to the brand.

The major innovation lies in recognising member contributions. Reviews and ratings left by members earn points, turning every customer into an active brand ambassador. This strategy fits into a logic of value co-creation, where customer expertise becomes a strategic asset for the company.

This approach responds to a fundamental economic reality: in a saturated market context, loyalty can no longer be limited to rewarding transactions. It must create a sustainable engagement ecosystem where every interaction strengthens the brand-customer relationship.

What few people understand is that Sephora has also found, through the new My Sephora rules, a clever way to “monetise” customer reviews. These contribute to the brand’s online presence and Sephora is well aware of this. It must be realised that online search is no longer limited to SEO (Search Engine Optimization) but also includes GEO (Generative Engine Optimization). LLMs use customer reviews to “rank” responses. I therefore think that Sephora has played a masterstroke by indirectly encouraging its customers to contribute to its online presence.

Catherine Spindler, President Sephora Europe and Middle East (EME), during her presentation of the new My Sephora loyalty program at the Tech For Retail trade fair on 24 November 2025 in Paris.

The innovative mechanics of the My Sephora program

The My Sephora loyalty program reward system is structured around three distinct statuses: Bronze, Silver and Gold. Each level gives access to a specific gift catalogue, renewed every three to six months depending on the status. This segmentation allows fine personalisation of the customer experience, adapted to their level of engagement.

Every 150 points, members can choose between three options:

• the traditional 10% discount voucher
• a product from the reward catalogue corresponding to their status
• a donation to a partner NGO.

This last option illustrates the integration of societal values into the loyalty strategy. While this may respond to the expectations of a certain type of customer, I mainly see it as a way for Sephora to buy itself a committed and responsible brand image at little cost.

The gift catalogues are a real product discovery lever. Made up of mini-formats or full-size products depending on the availability of partner brands, they allow customers to explore new references without financial risk. This strategy transforms loyalty into a merchandising tool, favouring the adoption of new products and increasing the average basket in the long term.

Screenshot of the My Sephora program.

Omnichannel integration at the heart of the experience

The rollout of the My Sephora program is accompanied by a complete redesign of the digital experience. The customer account has been completely redesigned to offer a more intuitive interface and highlight the new program features. This digital transformation is combined with the in-store experience, where gift products are showcased throughout the customer journey.

The most remarkable innovation is the launch of a dedicated discussion channel on Instagram, moderated jointly by community managers and beauty advisors from the stores. This community space allows customers to discover new products in preview and exchange with other beauty enthusiasts. This initiative perfectly illustrates the desire to create an engagement ecosystem that goes beyond the traditional transactional framework.

My Sephora thus becomes a kind of “bridge” between online purchasing and the offline world. I am well aware that retail is increasingly phygital and contributes to the efficiency of the purchase journey. Nevertheless, it is good to remember that succeeding in a phygital experience is not just about putting a touchscreen in a point of sale. And what I find interesting about the My Sephora program is that it truly connects the two worlds (online and offline), particularly thanks to the mobilisation of employees on communication channels.

First results: validation of the model

The performance indicators of the My Sephora loyalty program confirm the relevance of this innovative approach. With 70% of surveyed customers considering the new program superior to the previous one, customer satisfaction reaches exceptional levels. This massive approval validates the hypothesis that consumers aspire to a richer relationship with the brands they love.

The impact on customer recruitment is particularly significant. The 10-point increase compared to the equivalent period of the previous year demonstrates the attractiveness of the new program, which goes beyond simple loyalty to become a real acquisition tool. This performance illustrates how a well-designed loyalty strategy can generate a virtuous circle of attraction and retention.

Feedback from beauty advisors, key players in the in-store customer experience, confirms the enthusiasm generated by the program. Their buy-in is a critical success factor, as these professionals are the direct ambassadors of the program to customers. Their continuous training via Sephora University, which trains more than 10,000 people a year in Europe, guarantees optimal program implementation.

The My Sephora loyalty program is intended to be rolled out across Europe. Perhaps one day it will also extend to more distant countries like China.

European ambition: towards progressive harmonisation

The My Sephora program rollout strategy reveals a clear European ambition. After the initial launch in the UK in 2024, then in France in October 2025, Sephora plans a progressive extension to all its European markets. This phased approach allows the model to be refined and local specificities to be adapted while maintaining overall consistency.

European harmonisation responds to a behavioural reality: customers travel and discover Sephora in different countries. Offering a consistent loyalty experience strengthens the global brand perception and simplifies the customer experience. This standardisation is nevertheless accompanied by local adaptations, as illustrated by the difference between the French discount voucher (10%) and the British purchase voucher (£5).

This harmonisation strategy fits into a logic of building a European beauty community. By creating bridges between different markets, Sephora aims to develop a transnational engagement ecosystem where beauty enthusiasts can share their experiences beyond borders.

The strategic challenges of modern loyalty

The My Sephora program illustrates the changes in relationship marketing in 2025. Loyalty can no longer be limited to rewarding purchases; it must create value at every point of contact. This evolution responds to the emergence of a more demanding clientele that expects brands to recognise and value all of its contributions.

The integration of community mechanics into the loyalty program translates a fine understanding of new consumer behaviours. Customers no longer just buy; they want to participate, contribute, be recognised for their expertise. This evolution transforms the brand-customer relationship into a true partnership, where each party brings value to the other.

The societal dimension of the program, with the possibility of making donations, responds to the expectations of a clientele increasingly concerned with social impact. This feature, although still little used according to Sephora, anticipates the evolution of mentalities and positions the brand as a responsible player in its ecosystem. Personally, I see it more as an additional “attribute” for Sephora’s brand image.

Frequently asked questions about My Sephora

How do I earn points with the My Sephora loyalty program?

Excellent question! The new system is much more generous than the old one. You earn points in three main ways: on your purchases (1 euro = 1 point), on your in-store visits (5 points per day of visit), and by leaving reviews on products on the Sephora website. This approach truly rewards your overall engagement with the brand, not just your spending.

What is the difference between Bronze, Silver and Gold statuses?

Each status gives access to a specific gift catalogue, renewed regularly. The higher your status, the more exclusive and attractive the proposed products. Moving from one status to another depends on your overall activity: purchases, visits, reviews left. It’s a great motivation to stay active in the Sephora ecosystem!

Can I use my My Sephora points in all European countries?

For the moment, the program is deployed in France and the United Kingdom, with some local adaptations. Sephora’s ambition is to gradually harmonise the program across all of Europe. The goal is to be able to find the same loyalty experience, whatever the European country you are in.

Are the gifts in the catalogue real products or samples?

This is precisely one of the big new features! Sephora offers real products, in mini-format or full size depending on the availability of partner brands. No more samples, you receive real products that you can use and discover fully. It’s a real plus for testing new brands without risk.

How does the donation to an NGO with my points work?

Every 150 points, you have the choice between three options: a 10% discount voucher, a gift from the catalogue, or a donation to a partner NGO. This last option reflects Sephora’s societal commitment and allows customers who wish to give meaning to their loyalty. It is still little used, but it is a beautiful initiative that corresponds to current values.