Fostering a more inclusive experience for shoppers, Sephora has introduced ‘Quiet Hours’, an initiative that offers a more peaceful and calmer environment in-store.

During specified hours, participating stores will lower music volume and adjust digital screens to reduce sensory stimulation and create a less distracting environment.

The beauty retailer said the initiative was developed in collaboration with members of the neurodiversity community, including organizations such as Purposeful Futures and Open Inclusion, as well as internal employee resource groups.

“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 environments challenging,” said Chloe Matharu of Purposeful Futures.

Before the rollout, Sephora piloted the initiative in 32 stores across eight markets. According to the company, 90 per cent of participating customers said Quiet Hours improved their shopping experience and made stores feel more inclusive.

“Quiet Hours at Sephora is one meaningful step in our ongoing commitment to building more welcoming environments for our employees, consumers, and communities,” said Deborah Yeh, global chief marketing officer at Sephora.

“We know there is still much more to learn and do.”

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