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    Report

    2025 Sephora Year-End Review

    By Jacob St. John, Founder & CEO

    The full year of 2025 on Sephora.com, covering brands, sponsorship and search across Body Care, Hair Care, Skincare, Makeup and Fragrance.

    • 4.8%

      Sephora Collection's share of sales, the #1 brand

    • 81%

      of sales outside the top ten brands

    • −37.2%

      sponsorship activity for the year

    • 16,662

      best-selling items, up from 11,495

    What changed in 2025

    1. 01Sephora Collection led at 4.8% of sales, and 81% sat outside the top ten brands.
    2. 02Sponsorship activity fell 37.2% for the year.
    3. 03Best-selling items grew from 11,495 to 16,662.
    4. 04OUAI held the most sponsorship at 3.9%, with Sol de Janeiro up 1.8 points to 3.2%.

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