Sephora Expands 'Quiet Hours' Nationwide After Successful Trial

Sephora is expanding its "Quiet Hours" initiative to all of its U.S. stores following a successful pilot program in 32 locations. The program, designed to create a more peaceful and calmer shopping environment, aims to be inclusive for individuals who may find typical retail settings overstimulating.

During Quiet Hours, which will take place on Tuesdays and Thursdays from 10 a.m. to 12 p.m., stores will lower music volume and adjust screen brightness to minimize distractions. Sephora stated that 90% of customers surveyed after the trial found the quiet hours made the stores more inclusive. Customers have expressed positive feedback on social media, with some noting that the initiative will help them avoid feeling overwhelmed or experiencing anxiety in stores.

The change has also been welcomed by Sephora employees, with one Beauty Advisor noting that the quieter environment allows for a break from distracting noises and fosters stronger connections with customers.

Sephora was the first beauty retailer to adopt sensory-friendly hours. This move aligns with a growing trend among other major retailers. In 2023, Walmart introduced similar "sensory-friendly" hours across its U.S. and Puerto Rico stores, reducing music and lowering lights during specific times. Target also offers reduced sensory experiences in select locations on Saturday mornings.

These initiatives are designed to accommodate individuals with sensory sensitivities, including those with autism, who may find the typical retail environment with bright lights, loud music, and crowded aisles challenging. By offering a calmer atmosphere, these stores aim to make shopping more accessible and comfortable for a wider range of customers. AMC Theatres also offers sensory-friendly film screenings with adjusted lighting and sound levels.