In my consulting days it was notoriously difficult to do outside-in analysis on Sephora’s business. It is part of the large LVMH family of brands, so it was hard to find detailed data on their hair business in particular. I generally had to rely on hypotheses, estimations, and store visits to try to figure it out. It’s clear that Sephora has been improving its hair offering, evidenced by the many new brands available and its recent campaign for curly hair. I am always interested to see what hair brands are growing at Sephora. I went to Sephora’s Miami Brickell City Centre grand opening today to do just that.
Which hair brands are brands growing?
Sephora in Miami has a decent hair selection, and one can assume they are hoping to grow the brands they have there. Bumble and bumble had prime real estate on the wall, along with Drybar, Moroccan Oil, and Living Proof. There was also a nice section of hair devices including DryBar’s Buttercup blow drier, the T3 styling wand, and the Dyson SuperSonic, which I was excited to see for the first time. New brand, the Ouai, had pride of place as the only hair brand end cap. DevaCurl and Madam C.J. Walker represented for the textured hair.
What surprised me
Moroccan Oil’s very large display was surprising. I hadn’t known that Sephora was now carrying the brand that has done so well in the salon professional channel. A few brands that I would have expected to see but didn’t are IGK, Amika, Briogeo, and Verb. IGK was founded by Luxury Brand Partners in Miami, so it was curious that the brand wasn’t featured in the Miami Sephora location. However, there were trial sizes of IGK’s dirty spray and primer along with Amika’s dry shampoo and a Briogeo kit.
Sephora has amassed a nice selection of some of their best sellers at their new Miami location. Sephora is putting some weight behind classics such as Bumble and bumble, but also promoting new brands such as the Ouai. It will be interesting to see how their merchandising evolves with new brands next year. If you have thoughts on how to tell which hair brands are growing, let me know in the comments!