Sephora, the LVMH-owned beauty retailer, has entered into a data-sharing partnership with consumer intelligence firm NielsenIQ to enhance its understanding of the U.S. beauty market and consumer buying patterns.
The agreement aims to leverage Sephora’s omnichannel sales data, providing deeper insights into shifting trends within the U.S. beauty sector. As a “recommended insights partner,” Sephora will utilize NielsenIQ’s advanced analytics to refine its operational strategies nationwide.
Ryan Oto, Sephora’s Vice President of Business Intelligence and Analytics, stated, “Our beauty community is central to our business. We seek innovative partnerships that allow us to better serve customers throughout their shopping experience. Collaborating with NielsenIQ represents a strategic advancement in capturing consumer voices and improving insights at every touchpoint to shape the future of beauty retail.”
The partnership will harness NielsenIQ’s expanded Omnishopper and Digital Purchases platforms. The Digital Purchases tool compiles data from transactional emails, while Omnishopper—launched in January 2025—gathers insights from a panel of 250,000 consumers. These tools will help both companies monitor evolving consumer behaviors across online and brick-and-mortar channels.
Elizabeth Buchanan, President of NielsenIQ North America, remarked, “NielsenIQ is strongly committed to the beauty industry and proud to broaden our presence in the premium segment through this collaboration with Sephora. Beauty remains one of retail’s most vibrant and culturally significant categories. Combining Sephora’s leadership with our unique measurement capabilities provides brands with enhanced accuracy and visibility as they shape beauty’s future.”
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