It may seem tough to become a Sephora distributor and get your products listed. However, you can simplify it in a few key stages, involving product approval submission, followed by adhering to Sephoras’s Electronic Data Interchange (EDI) requirements (the second stage).
You need to understand these phases as they can be time-consuming due to stringent guidelines you need to comply with. These guidelines enable the brand to work efficiently with its numerous suppliers, while EDI compliance simplifies the data processing and organization.
How to Become a Sephora Distributor
1. Know What Sephora is All About
| Category | Details |
|---|---|
| Background | Sephora originated in Paris in 1969 |
| Famous for | First U.S. store opened in 1998 in New York City |
| Location | North American headquarters in San Francisco |
| Products | Makeup, skincare, fragrance, nail color, haircare |
| Channels | Over 700 stores in the U.S. online stores |
If you aspire to be a Sephora distributor, the first step lies in thoroughly understanding Sephora’s brand philosophy.
Sephora prioritizes providing an inclusive range of beauty products that cater to various skin types, with a keen emphasis on quality, diversity, and innovation.
Your products must align with these values, offering unique solutions in the beauty market. High-quality and unique products will set you apart in the competitive beauty industry. Sephora is known for its stringent quality standards, and meeting these standards is non-negotiable. Your investment should be channeled toward quality ingredients, effective manufacturing processes, and product efficacy.
2. Meet Sephora Compliance Requirements
Sephora requires distributors to exchange critical business documents through EDI, and they have unique requirements for EDI compliance. Meeting these requirements is not an automatic approval but it increases your chances of being selected as a Sephora supplier.
Implementing EDI can be intricate and perplexing, and incorrect implementation could lead to expensive chargebacks from Sephora.
Any failure to accurately transact business documents could result in your products being delisted. The first step towards successful EDI implementation is integrating it with your Enterprise Resource Planning (ERP) system using a cloud-based integration platform as a service (iPaaS) solution.
3. Product Approval Submission
As part of the process, you can become a Sephora distributor by submitting your product for review. Sephora is continually seeking innovative products for its customer base.
Some expert tips to follow to increase your chance of getting Sephora approval:
- Provide a concise explanation of the product’s advantages
- Include customer reviews
- Highlight your product’s packaging
- Add images or illustrations of the product
- Share your website and contact information
- Attach any patents or additional documents emphasizing the product’s retail attractiveness
- Provide details about pricing and order information
Your objective is to demonstrate how Sephora would benefit by offering your product. Exercise your passion for your product and your intention to build a long-term relationship with them. You could boost the application process by highlighting your ongoing marketing strategies promoting the product within their stores.
4. Identify Your Unique Selling Proposition
Sephora buyers place a substantial emphasis on a brand’s unique selling proposition (USP) – you should be able to articulate yours succinctly.
For the fragrance wipes, for example:
The USP is that Nomaterra’s fragrance wipes provide five evenly distributed sprays of “eau de parfum”, making it ideal for the always on-the-go Sephora woman.
Besides your pitch, you should confidently distinguish yourself from the myriad of brands vying for Sephora’s attention, and those they already stock. Competition is fierce; you must present a compelling reason why Sephora cannot afford to ignore your brand.
5. Connect with the Appropriate Buyer
A common misconception suggests that you have to partake in costly trade shows to get your product recognized by a Sephora buyer.
In reality, LinkedIn can be a more efficient resource that helps you to become a Sephora distributor. Use it to identify the right buyer for your category.
Sephora’s buying team operates from their San Francisco headquarters at 525 Market Street, 32nd Floor, San Francisco, CA 94105.
6. Send Impressive Product Samples
Following your research, it’s time to dispatch a well-presented box of product samples to one or two Sephora buyers. Ensure the package includes:
- Full-sized products in their original packaging
- A catalog or sales sheet featuring a brief brand story
- Miniature samples (these can be shared by the buyer with colleagues or friends if they appreciate the product)
- A personalized note addressed to the buyer
Presentation always matters. So, go the extra mile to make your package appealing and exciting to open. It will help it stand out amid a sea of other packages.
Consider tying a stylish ribbon around the box, placing the products on tissue paper matching your brand color, and if you have them, seal the package with branded stickers.
A personal touch like spritzing the tissue paper with your fragrance could also make a difference. Always ship your package using a traceable method. We found these Muji gift boxes, or the white boxes from the Container Store, to be particularly effective.
7. Obtain Necessary Certifications and Build a Strong Brand
Relevant certifications are a necessary step to becoming a Sephora distributor. Depending on the region, this may include certifications from the FDA or EU compliance standards. Further, enhancing your brand image with voluntary certifications like cruelty-free or organic labels can improve the attractiveness of your products.
You want to build a distinct brand identity before you approach Sephora, which involves not only creating appealing logos and packaging but also developing a compelling brand story.
Your brand needs to be relatable and resonate with your target audience. Moreover, a strong online presence through an engaging website and vibrant social media profiles can significantly strengthen your brand identity.
8. Follow Up but Without Nuisance
It helps to follow up on whether your package has been received. Aim to do this 3-4 days after the package should have arrived, using both email and phone calls.
The typical email format for Sephora is firstname.lastname@sephora.com. If you choose to call and they don’t answer, refrain from leaving a voicemail; instead, attempt another call later. If they do answer, introduce yourself, your company, and the product you sent, then inquire if they’ve had the chance to sample it.
Keep in mind they’re quite busy, so if you can succinctly express why they and Sephora would love the product (ideally, your one-liner from earlier), do so. If they haven’t tried your products yet, ask for an appropriate time to check back. Thank them for their time and conclude the call. Avoid rambling or wasting their time; this could only annoy them.
With emails, it’s acceptable to follow up three times, but no more. Start with a follow-up 3-4 days post-delivery, then another a week later, and a final one the following week.
9. Arrange a Face-to-Face Meeting
If they appreciate your product and find it innovative and suitable for Sephora, they’ll invite you for a meeting at their San Francisco offices. This is a vital step, and it’s essential not to negotiate for a phone call or video conference instead.
In-person meetings provide the best opportunity for a lasting first impression. So, embrace it, schedule your meeting, and plan to be in the vicinity a day in advance. Be ready with an impressive PowerPoint presentation.
10. Generate Product Demand and Pitching to Sephora
Do you sell your products independently through your website or other online platforms? You can gather data about your customer base, and product performance, and refine your marketing strategy. A proven track record of strong sales and customer satisfaction can make your pitch to Sephora more compelling.
When you are ready to pitch, prepare a persuasive presentation that showcases your brand’s unique value proposition.
Your presentation should include product samples, sales data, press coverage, and a comprehensive brand portfolio. Make sure to show that your brand fits into Sephora’s product lineup and will provide value to its customers.
11. Establish a Fulfillment System and Cultivate Your Relationship with Sephora
If Sephora decides to distribute your products, you need to establish a robust fulfillment system involving the following:
- planning your production capacity;
- managing your inventory efficiently; and
- establishing reliable logistics.
Be prepared to handle the surge in volume that comes with being a Sephora distributor. After securing the distribution deal, you want to maintain a successful partnership with Sephora. That includes consistent innovation, product quality assurance, and keen attention to market trends.
What Comes After?
After a few months, you can follow up again with any exciting company news. This could include press features, interviews, podcasts, new product launches, marketing initiatives, partnerships with familiar brands, store openings, or anything that illustrates your emerging brand’s growth and increasing awareness.
If you launch a new product or update your packaging, it’s worthwhile to send a follow-up package featuring these updates. Initial disinterest doesn’t necessarily mean a permanent shutout from their shelves!
Start implementing these tips and get your brand in front of Sephora buyers. Don’t hesitate or think you need to wait forever to approach them.
Remember, Sephora is as eager to discover cool, innovative brands like yours to diversify their offerings as you are to join their portfolio. So, be confident in your line, and let us know how your journey unfolds! In Part 2 of our ‘How to Pitch Sephora’ series, we delve into everything you need to prepare for your in-person meeting and the steps to take afterward.
