Sephora is about to be as quiet as a library.
The beauty retailer is rolling out “Quiet Hours” to all locations after a successful try in 32 of its stores. The inclusive initiative is aimed at anyone who “enjoys a more peaceful and calmer shopping environment,” the company said earlier this month.
This means, at specific times, all Sephora stores will turn down the music and adjust their screens for a calmer atmosphere with fewer distractions. While the move was shaped by the neurodiversity community, all shoppers looking for a more serene experience are excited.
Sephora revealed that 90% of customers said they think the quiet hours make the stores more inclusive.
“I’m a fan! As someone who gets overstimulated easily, it will be nice to not feel overwhelmed just walking through the store,” a shopper wrote on Reddit.
“They’re trying to hypnotize me to buy more stuff. Not necessary,” another joked on Reddit.
A third user added, “My god, I really need this, I have had many a panic attack in Sephora lol.”
It’s not just customers who are welcoming the switch; employees have also embraced the change as it offers a quieter moment in their busy days.
“Quiet Hour is my favorite time of the week; it gives me a break from distracting noises and gives me a chance to step back and process every situation. We can build stronger connections with clients as we are in a calmer environment, and both feel at peace,” said a Beauty Advisor from Sephora Westfield London White City.
Last year, Sephora announced it would redesign its entire North American division. Some locations “will get major redesigns, and some will get minor,” Artemis Patrick, president and CEO of Sephora North America, told an audience at the National Retail Federation’s Big Show conference.
The popular retailer has over 700 stores in North America and was the very first beauty chain to hop in on the sensory-friendly trend. The hours are Tuesday and Thursday from 10 a.m. to 12 p.m.
The move follows other retailers making similar changes. Back in 2023, Walmart rolled out its “sensory-friendly” store hours to its US and Puerto Rico lineup. Shoppers between 8 a.m. and 10 a.m. will notice no music, lower the lights and static screens.
What started as a Saturday trial quickly moved to every day of the week as Walmart aimed to, “find the stores to be a little easier on the eyes and ears.”
Target also has early quiet hours in select locations. The stores have dimmed lights, no music, and keep the announcements to a minimum. The store hours at those select locations are on Saturdays from 6 a.m. to 8 a.m.
AMC Theatres offers sensory-friendly film screenings where lights are turned up and sound turned down.
Sensory-friendly shopping hours are an easy way to help neurodivergent folks shop in a calmer environment. Stores today typically have bright lights, loud music, crowded aisles, and announcements, which can make for a stressful shopping experience.
For individuals with autism, filtering all of these and adapting quickly can be difficult, ultimately leading to sensory overload. The switch offers real-world opportunities to build skills like choosing items or interacting with staff.
