Sephora’s Fragrance War: Price, Platform, and the Power of Exclusivity

Sephora is intensifying its focus on fragrance, positioning mid-tier, exclusive brands like Kayali, Glossier, Boy Smells, and Phlur at the center of its strategy to grow market share and compete with both Ulta and TikTok Shop. The LVMH-owned retailer is emphasizing accessible pricing (under $100) and the rise of travel sprays (around $30) to drive impulse purchases, especially online.

TikTok Shop has quickly become a dominant beauty commerce platform, now threatening Sephora’s online business. In response, Sephora is reportedly restricting certain brands from selling on TikTok Shop to maintain exclusivity. The success of affordable, aesthetically branded fragrances—particularly in mini formats—reflects shifting consumer behavior and presents a missed opportunity for traditional luxury fragrance brands that still resist smaller formats.

If TikTok were to be acquired by Amazon or another U.S. entity, the competitive pressure on Sephora could further escalate.

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