Who Needs Prime Day? Sephora’s Bringing Shoppers Back In

I love seeing brands rethink what “delivery” really means. According to Retail Dive, Sephora just launched “Delivered to Beauty,” but instead of delivering products to customers, they’re delivering customers to the store.

From July 7–10, shoppers in cities like NYC, LA, Chicago, San Francisco, and Seattle can claim a $20 Lyft credit for a ride to Sephora. Once they walk in, they’re treated to a personalized skin scan, expert product guidance, complimentary samples, and $10 off a purchase of $ 50 or more. The timing isn’t accidental, it overlaps with Prime Day, which makes this an even better moment to remind shoppers that some beauty experiences just can’t be replaced by a quick click online.

From a marketing and retail perspective, this is a smart move. It doubles down on what makes Sephora competitive: the human connection, the sensory experience, and the chance to discover products in real life. At a time when so much focus is on same-day shipping and doorstep convenience, Sephora flipped the script, they removed a barrier, added an incentive, and made the store itself the destination!

It’s a great example of how physical retail can stay relevant: blending convenience with experience and meeting customers halfway (literally). I’d love to see more brands take this approach — turning the store visit into something worth leaving the house for.

Dania Khalife