Sephora Collection the beauty retailer’s private-label brand, is launching in Israel, with pop-up locations in Tel Aviv, Ramat Gan and Jerusalem - but Sephora stores are not opening yet

After years of anticipation, Sephora is finally making its first move into the Israeli market.

But there is an important catch: Sephora itself is not opening stores in Israel - at least not for now.

Instead, Israeli shoppers will soon be able to purchase Sephora Collection the company’s private-label beauty line, through a new partnership between Israeli beauty retailer GLAM42 and Azrieli Malls.

Where will Sephora Collection be available?

As part of the launch, three pop-up locations will open at:

📍 Azrieli Mall Tel Aviv
📍 Ayalon Mall in Ramat Gan
📍 Malha Mall in Jerusalem

The products will also be sold at GLAM42 stores, with sales expected to expand to the GLAM42 website later on.

What is Sephora Collection?

Sephora Collection is Sephora’s own private-label brand, offering a wide range of beauty products, including makeup, skincare and beauty accessories.

However, shoppers expecting the full Sephora experience will have to wait.

Sephora stores around the world are known for carrying hundreds of leading international beauty brands, including Fenty Beauty, Rare Beauty and Charlotte Tilbury, among many others.

Those brands are not part of the current Israeli launch, the focus will be on Sephora Collection.

One of the world's biggest beauty retailers

Sephora is one of the world's best-known beauty retailers and is owned by LVMH, the French luxury conglomerate behind brands including Louis Vuitton, Tiffany & Co., Fendi, Christian Dior and Givenchy.

The company was founded in Paris in 1969 and has since grown into a global beauty powerhouse.

Today, Sephora operates more than 3,400 stores across 35 countries in Europe and the United States, with estimated annual revenue of around $18 billion.

An Israeli launch years in the making

Sephora's arrival comes after years of attempts to bring the retailer itself to Israel.

Major Israeli retailers, including Harel Wiesel, controlling shareholder of the Fox Group, have previously tried to bring Sephora to the Israeli market. Despite the group's experience introducing and developing international brands in Israel, those efforts did not result in Sephora opening local stores.

Now, instead of a full Sephora rollout, the company's private-label collection is entering Israel through GLAM42 and Azrieli Malls.

A first step - or just a preview?

While this is not the full Sephora launch many Israeli beauty shoppers have been waiting for, it is still a significant first step.

For now, shoppers looking for Sephora's extensive selection of international beauty brands will still have to wait.

But with Sephora Collection now officially entering the Israeli market, one question is already likely to be on shoppers' minds:

Could this be the first step toward Sephora stores finally coming to Israel?