The launch will begin with six Sephora stores and five in-store boutiques, giving the brand 11 locations across Israel. The first standalone stores will open at Azrieli Mall in Tel Aviv, Malha Mall in Jerusalem and Ayalon Mall, with three more mall locations expected to follow.
The Israeli launch will start smaller than a typical Sephora store overseas. During the first stage, locations will mainly sell Sephora Collection, the company’s own line of makeup, skincare and beauty products. Popular brands such as Rare Beauty, Fenty Beauty, Charlotte Tilbury and Huda Beauty will not initially be available.
The rollout is being treated as a test of the Israeli market. If sales are strong, Sephora owner LVMH could approve a much larger selection of international brands, with the longer-term goal of building a full Sephora retail network in Israel within two years.
For Israeli shoppers who have long bought Sephora products while traveling abroad or online, the August launch marks the first time the global beauty giant will have a physical retail presence inside Israel.