Sephora's Quiet Hours Aim to Make Shopping Calmer for Everyone
Shopping for makeup is always exciting, but it can also be overwhelming.
Bright lights, loud music, digital displays, and countless fragrances are all competing for your attention the moment you walk through the door.
That's one reason Sephora Quiet Hours are expanding around the world. The beauty retailer recently announced a global rollout of designated quiet shopping hours that are designed to create a calmer, more comfortable environment for anyone who prefers a lower-sensory Sephora shopping experience.
This initiative comes on the heels of a successful pilot program in 32 stores across 8 markets.
What Are Sephora Quiet Hours?
During Sephora Quiet Hours, stores will temporarily reduce some of the sights and sounds that can make shopping feel overstimulating.
Depending on the location, shoppers may notice:
Lower music volume
Reduced activity on digital screens
Fewer sensory distractions
Efforts to minimize strong overlapping scents
A calmer overall atmosphere
The goal is to make shopping more comfortable for everyone, including neurodivergent customers, people with sensory sensitivities, and anyone who simply prefers a quieter retail experience.
Sephora developed the program with input from neurodiversity organizations, including Open Inclusion and Purposeful Futures, along with its own employee resource groups.
Reaction From the Neurodivergent Community
To mark the launch, Sephora shared a collaborative Instagram Reel featuring Love on the Spectrum star Emma Miller, who documented her experience shopping during Quiet Hours. The video quickly drew support from several of Miller's fellow cast members in the comments. "Sephora is always so challenging for me to tolerate," Kaelynn Partlow wrote, adding her support for the initiative. Tanner Smith echoed the sentiment, writing, "This is awesome! Go @emmasuesviews and go @sephora!"
The collaboration offered a firsthand look at what Quiet Hours can mean for neurodivergent shoppers navigating a typically high-sensory retail environment, and it's helped give the campaign visibility well beyond Sephora's usual audience.
Why More Retailers Are Offering Sensory-Friendly Shopping
While Sephora is the latest to make headlines, it isn't the first to embrace sensory-friendly shopping.
Other retailers have recognized that traditional stores can be overwhelming for some people. Loud announcements, bright lighting, background music, and crowded aisles can make shopping stressful, instead of enjoyable.
Creating quieter shopping periods gives customers another option without changing the experience for everyone else. Experts say these accommodations can help reduce sensory overload while making public spaces more accessible and welcoming.
Walmart and Other Stores Have Made Similar Changes
Sephora is joining a growing list of businesses introducing quieter shopping experiences.
In 2023, Walmart permanently expanded its Walmart sensory-friendly hours to stores across the United States and Puerto Rico after a successful pilot program. You can experience them daily, from 8 a.m. to 10 a.m. During those hours, the stores reduce unnecessary sensory stimulation by turning off the radio, displaying static images on television walls, and lowering the lights where possible.
Other companies have also introduced sensory-friendly programs, including:
Target, which has tested quieter shopping periods at select locations
AMC Theatres, which offers Sensory Friendly Film screenings with lower sound and brighter lighting
Chuck E. Cheese, which hosts sensory-sensitive experiences at participating locations
Together, these efforts reflect a broader movement toward making public spaces more inclusive for a wider range of customers.
A Shopping Trend That Benefits More Than One Group
Although Sephora Quiet Hours were developed with neurodivergent shoppers in mind, plenty of people may appreciate a quieter environment.
A calmer Sephora shopping experience can make it easier to browse products, compare shades, ask questions, and make purchasing decisions without competing with loud music or visual stimulation.
During the pilot program, Sephora said both shoppers and employees responded positively to the quieter atmosphere, helping to pave the way for the initiative's global expansion.
Quiet Shopping May Be Here to Stay
As more retailers introduce quiet shopping hours, shoppers are being given new choices about how and when they shop.
Whether you’re looking for a more relaxed environment, experience sensory overload, or simply enjoy a quieter trip to the store, programs like Sephora Quiet Hours and Walmart sensory-friendly hours suggest that the future of retail may be a little bit calmer and a little more inclusive.
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