Are you looking to become a vendor for Sephora? If you have a great consumer product that you think should be in Sephora stores, Karen Waksman, founder of Retail MBA, has some tips and strategies to help you get started.
Karen has personally sold millions of consumer products to the world’s largest retailers as a manufacturers rep and over the last 12 years has taught close to 100,000 people on the subject of selling to retailers.
Sephora Vendor: The Dream Retailer for Cosmetics Brands
Sephora is most cosmetics brands’ dream retailer. If you have a hair product or cosmetic product, Sephora is the top dream retailer. It’s very common for people to love the retailer.
However, the tricky part about selling to Sephora is that they have a lot of major brands and the brands they do put in have a ton of products. If you ever go to their stores, you’ll usually find a whole set of differing products for that particular brand.
If you have a one-off product, it is very difficult for you to sell to them. You can private label your product and sell to Sephora. Have you noticed on their little area they have like a ton of products that are like generic brands that don’t have a name on them? Those are what we call private label.
A lot of the times, Sephora buys from a company like you and then has you place your product in their packaging. Brushes and all sorts of things usually is an option for you.
If you are trying to sell your brand to them, meaning your name’s on the box, you’re going to have to remember that they will probably be interested in you having a whole selection of product. Or, if you want to private label your product, a lot of times that is possible for you. You’re just going to have to remember that it may not be in your brand in your packaging and so forth.
How to Sell to Sephora
Sephora knows every single product on the planet in regards to cosmetics or whatever. It is a very complicated retailer to sell into, not because you can’t get your product in there, but because they have seen everything.
When a retailer is very niche and they’ve done pretty well for themselves, they can reject you all day long every single day.
Karen’s Recommendation
Karen’s recommendation is if you go after Sephora, go for it. If they say no to you, please don’t take it personally. It’s just that you picked one of the harder retailers to go after only because everybody’s all of your competitors want to sell to them.
However, Karen’s recommendation when it’s a very niche retailer like that is to go to other retailers that sell cosmetics or whatever it is that you’re trying to sell and try to sell them first. Once you get proof of sales, then you go to a retailer like Sephora. They’re much more inclined to buy because you have proof of sales and proof of purchase.
Sephora is all about making money and unfortunately when they have a really rich niche retailer, it does make it more difficult for them to say yes to you. Again, because everybody’s calling them.
It doesn’t mean that they don’t have a bunch of new products that they’re willing to test and so forth, but just don’t feel bad if you do get rejected.
Karen’s recommendation is to even go after retailers like Ulta, Macy’s, department stores, discount department stores, etc. All of them sell cosmetics or whatever it is that you’re selling and you could reach out to them and then come back to Sephora once you have proof of sales.
It’s a much easier approach than just getting rejected, crying, feeling bad about yourself, and then not getting anywhere with that retailer because you think they don’t like you.
Quick Tips and Strategies
Buyers change jobs all of the time with retailers very frequently, six months to a year. They change positions and so the buyer who’s buying for your product may not be there anymore by the time you go back to them.
So don’t worry about it even if they reject you. There’s still an opportunity for you to sell to them.
Sephora does like diversity. If you are a diverse supplier, meaning your women-owned business, minority-owned business, get certified. That could help you get in the door faster. They’re always looking for new brands that hit that diversity market and they love certifications.
If you want to learn how to actually reach out to Sephora, what words to say, how to pitch them, what to say to them to get them to buy, even if you’ve never sold anything in your life, please take a look at the links below.
At Retail MBA, they help people get their products into chain stores like Sephora.
If you liked this information, please like, subscribe, and join them. They’re always creating new content.
Getting Started with Selling to Sephora
Selling to Sephora is a difficult task, but not impossible. If you have a great consumer product that you think should be in Sephora stores, Karen Waksman’s tips and strategies can help you get started.
Go after other retailers that sell cosmetics or whatever it is that you’re selling and try to sell them first. Once you get proof of sales, then you go to a retailer like Sephora. They’re much more inclined to buy because you have proof of sales and proof of purchase.
Sephora does like diversity, so if you are a diverse supplier, meaning your women-owned business, minority-owned business, get certified. That could help you get in the door faster.
If you want to learn how to actually reach out to Sephora, what words to say, how to pitch them, what to say to them to get them to buy, even if you’ve never sold anything in your life, please take a look at the links below.
At Retail MBA, they help people get their products into chain stores like Sephora.
Sephora Vendor - How to Sell to Sephora - Transcript Outline!
Sephora stores are a top dream retailer for most cosmetics brands. However, becoming a vendor for Sephora can be a challenging task, especially when considering the retailer’s vast selection of major brands and products. Karen Waksman, founder of Retail MBA, offers some tips and strategies to help you get started on selling to Sephora.
Karen, who has personally sold millions of consumer products to the world’s largest retailers as a manufacturers rep, has also taught close to 100,000 people over the last 12 years on the subject of selling to retailers. In this article, Karen provides some insights into the strategies that can help you sell your product to Sephora.
One of the challenges of selling to Sephora is the fact that they have a lot of major brands with a vast array of products. As Karen points out, if you have a one-off product, it can be challenging to sell to Sephora. However, you can consider private labeling your product and selling to Sephora. Karen explains that Sephora often buys from companies like yours and then has you place your product in their packaging, including brushes and other cosmetic products.
If you want to sell your brand to Sephora, you must remember that they will be interested in a whole selection of products. Alternatively, if you want to private label your product, it’s essential to remember that it may not be in your brand in your packaging.
Sephora is a complicated retailer to sell into because they know every single product on the planet in regards to cosmetics or whatever it is that you’re selling. Karen notes that they have seen everything and are very selective about the products they put on their shelves. When a retailer is very niche and has done pretty well for themselves, they can reject you all day long every single day.
Karen’s recommendation is that if you decide to go after Sephora, you should go for it. If they say no to you, don’t take it personally. Karen advises that you try to sell to other retailers that sell cosmetics or whatever it is that you’re trying to sell. By doing so, you can get proof of sales, which will help you come back to Sephora with evidence of your product’s potential.
Sephora is all about making money, and unfortunately, when they have a rich niche retailer, it makes it more difficult for them to say yes to you. That’s because everyone else is calling them, trying to sell to them. However, Karen points out that Sephora does have new products they are willing to test and consider.
If you get rejected by Sephora, don’t worry, buyers change jobs all the time with retailers very frequently, six months to a year. They change positions, so the buyer who’s buying for your product may not be there anymore by the time you go back to them. There’s still an opportunity for you to sell to them.
Karen also emphasizes the importance of diversity. Sephora likes diversity, and if you are a diverse supplier, meaning your business is women-owned, minority-owned, or otherwise certified, it could help you get in the door faster. Sephora is always looking for new brands that hit that diversity market, and they love certifications.
In conclusion, becoming a vendor for Sephora is not an easy task, but it’s not impossible. Private labeling your product and exploring other retailers before approaching Sephora can increase your chances of success. Additionally, being a diverse supplier can help you get in the door faster. At Retail MBA, they help people get their products into chain stores like Sephora.
Frequently Asked Questions on Selling to Sephora Stores!
- How do I get my products into Sephora stores?
To get your products into Sephora stores, you will need to apply to become a Sephora vendor. You can do this by visiting Sephora’s website and completing an online vendor application. Or you can follow our Retail MBA (https://www.retailmba.com) Training System where we explain how the sales professionals actually sell into these types of retailers!
If you went the traditional route, the application process typically involves submitting a product sample and accompanying product information sheet (PIS), which should include details on your product, pricing and availability information, and any other relevant information when they ask!
Once you have submitted your application, a Sephora buyer will review your submission and determine if your products are a good fit for the company. If your application is approved, you will be invited to become a Sephora vendor and will be given access to the company’s systems and processes. Unfortunately, if you actually submit your product on their website, they don’t always respond. Or review your product appropriately as they ask you very generic questions about your brand and you don’t always get your products reviewed correctly. We try to rectify this through our Retail MBA Training System as we have time-tested proven methods to getting into these types of chain stores! No experience required!
To increase your chances of success, it is important to thoroughly research the market and identify a product that meets a specific need or demand. It is also important to demonstrate that you are able to produce high-quality products that offer value to customers and that you have a reliable supply chain.
Overall, getting your products into Sephora stores requires a strong commitment to quality and customer service, as well as the ability to meet the company’s strict vendor requirements. With hard work and dedication, it is possible to build a successful partnership with Sephora and grow your business. Plus you can make millions of dollars with one chain store order. We are here to help as a Retail consultancy if you need help with this!
- How do I contact Sephora buyers?
There are a few ways you can contact Sephora buyers:
- Use the “Contact Us” form on Sephora’s website: You can visit Sephora’s website and use the “Contact Us” form to send a message to the appropriate department. This is a good option if you are not sure which department or buyer to contact. This is also presented in the vendor section of their website. We highly recommend ignoring this route as buyers tend to overlook amazing products on their website through their vendor portal. Which is why the Founder of Retail MBA is the one who created our powerful Retail MBA Training System which unlocks how to approach, pitch and find the Sephoraers for you to sell to. You can take a look at what we are up to at https://www.retailmba.com.
- Do NOT Reach out through LinkedIn: Many Sephora buyers have LinkedIn profiles, which you can use to connect with them directly. You can search for buyers by name or job title and send them a message through LinkedIn but do not reach out to them this way. Many people suggest this. Buyers despise it when you reach out to them in disrespectful ways. Linkedin is where they post their resumes. Not reviewing products!
- Attend industry trade shows and networking events: Sephora buyers often attend industry trade shows and other events, where you can meet them in person and pitch your product. There are trade shows for every product category. For instance, housewares products can attend the International Housewares Show! Our Founder, Karen Waksman, has spoken at most of the top trade shows on how to sell to retail chains. These are great shows! Please check out our training on how to utilize trade shows appropriately. We explain what NOT to do when going to trade shows in our Retail MBA Training and Coaching Systems.
- Contact the buyer directly: If you know the name and contact information for a specific Sephora buyer, you can try reaching out to them directly. You can do this by emailing or calling them, but never through sending them a direct message on LinkedIn. If you go this route, do not annoy buyers. Find out what words to use when contacting buyers to get them to actually review your products! Our systems all teach how to do this in a way that buyers love! We’ve taught well over 100,000 product companies how to pitch buyers with our systems listed on RetailMBA.com.
It is important to be respectful and professional when contacting Sephora buyers, and to make sure you have a clear and compelling pitch for your product. It is also a good idea to do your research and tailor your pitch to the specific interests and needs of the buyer you are contacting.
- What are Sephora’s vendor requirements?
Sephora has a number of vendor requirements that must be met in order to do business with the company. These requirements can vary depending on the type of products you are selling and the market in which you operate. Some of the key requirements include:
- High-quality products: Sephora is committed to offering its customers high-quality products at affordable prices. As a vendor, you will need to demonstrate that you are able to produce products that meet the company’s standards for quality.
- Safety and compliance: Sephora has strict requirements for the safety and compliance of the products it sells. This includes requirements for materials, labeling, packaging, and other aspects of product design.
- Reliable supply chain: Sephora relies on a global network of suppliers to meet the needs of its customers. As a vendor, you will need to demonstrate that you have a reliable supply chain that is able to meet the company’s demand for products. Handmade goods would not make sense to sell to Sephora buyers – they buy in volume!
- Competitive pricing: Sephora is known for offering its customers epic prices, and as a vendor, you will need to be able to offer competitive pricing in order to do business with the company.
- Strong customer service: Sephora values strong customer service and expects its vendors to provide timely and accurate responses to customer inquiries and complaints.
- There is a list of requirements they require listed on their vendor portal. Check out their vendor website and you will find out insurance requirements and more!
Overall, becoming a Sephora vendor requires a strong commitment to quality and customer service, as well as the ability to meet the company’s strict vendor requirements. With hard work and dedication, it is possible to build a successful partnership with Sephora and grow your business.
- How do I prepare a Sephora product submission?
To prepare a Sephora product submission, you will need to create a product sample and accompanying product information sheet. The product sample should be a physical representation of your product, while the product sell sheet should include detailed information on your product, including its features, benefits, and Sephora market. Do not randomly send samples to them. Buyers need to request these samples! Otherwise you will usually never get a review process from buyers.
Here are some steps you can follow to prepare a Sephora product submission:
- Research the market: Before you start preparing your product submission, it is important to research the market to ensure that your product meets a specific need or demand. You should also research Sephora’s product offerings and make sure your product is a good fit for the company.
- Create a product sample: Your product sample should be a physical representation of your product that demonstrates its features and benefits. You should consider creating prototypes or samples in multiple sizes, colors, or variations to give Sephora buyers a better understanding of your product.
- Create a product information sheet (PIS): Your PIS should include detailed information on your product, including its features, benefits, Sephora market, pricing, and availability. You should also include any relevant images or graphics that will help buyers to understand your product. We explain EXACTLY how to create the best sell sheets for buyers in our powerful Retail MBA Training System listed on RetailMBA.com.
- Review and edit your submission: Once you have created your product sample and sell sheet, it is important to review and edit your submission to ensure that it is accurate and complete. You should also double-check that you have included all relevant information and that your submission meets Sephora’s guidelines.
- We teach you exactly what words to use and how to get buyers to buy in a fraction of the time and cost. Be sure to check out our free webinars listed on RetailMBA.com. We explain all of this in detail!
Overall, preparing a Sephora product submission requires careful planning and attention to detail. By following these steps and ensuring that your submission is accurate and complete, you can increase your chances of success and get your products on Sephora’s shelves. These are just a few random examples of how to prepare a product submission. Our core Retail MBA Training System takes 10 hours to explain what actually will happen to you if you sell to a retail chain. Why? One chain store order can mean 10’s of millions of dollars to your bottom line. The more you know, the better you will succeed.
- What are Sephora’s private label requirements?
To prepare a Sephora product submission, you will need to create a product sample and accompanying product information sheet. The product sample should be a physical representation of your product, while the sell sheet should include detailed information on your product, including its features, benefits, and Sephora market. Again, our Core Retail MBA Training System explains how to create a powerful sell sheet and how to contact the private label buyer and submit your product as would the sales professionals!
Here are some first steps you can follow to prepare a Sephora product submission:
- Research the market: Before you start preparing your product submission, it is important to research the market to ensure that your product meets a specific need or demand. You should also research Sephora’s product offerings and make sure your product is a good fit for the company.
- Create a product sample: Your product sample should be a physical representation of your product that demonstrates its features and benefits. You should consider creating prototypes or samples in multiple sizes, colors, or variations to give Sephora buyers a better understanding of your product.
- Create a product information sheet: Your sell sheet should include detailed information on your product, including its features, benefits, Sephora market, pricing, and availability. You should also include any relevant images or graphics that will help buyers to understand your product.
- Review and edit your submission: Once you have created your product sample and sell sheet, it is important to review and edit your submission to ensure that it is accurate and complete. You should also double-check that you have included all relevant information and that your submission meets Sephora’s guidelines.
- 6. Branding and packaging: Sephora’s private label products must be clearly branded and properly packaged to ensure that they stand out on the shelf and are easy for customers to identify.
Overall, preparing a Sephora product submission requires careful planning and attention to detail. Why? One order can make you millions of dollars!
When working with the private label buyer, they will instruct you on how to package using their branding! All of this is explained in our training systems listed on RetailMBA.com
- How does Sephora source products?
Sephora sources products from a wide range of vendors, both domestic and international. The company has a team of buyers and sourcing professionals who are responsible for identifying and evaluating potential vendors and products.
To source products, Sephora uses a variety of methods, including:
- Online vendor application: Sephora has an online vendor application process that allows potential vendors to submit product samples and information sheets for review. This is a good option for small and medium-sized businesses that are interested in selling their products in Sephora stores.We suggest not going through this route as you could get lost in the process. Find out more by checking out one of our Retail MBA Training systems listed on RetailMBA.com.
- Trade shows and industry events: Sephora buyers often attend trade shows and other industry events to discover new products and meet with potential vendors.
- Direct contact: Sephora buyers may also reach out to potential vendors directly, either through online channels or by attending industry events and networking with other professionals.
- Partnering with manufacturers: Sephora may also work directly with manufacturers to develop private label products or to secure exclusive distribution rights for certain products.
Overall, Sephora uses a variety of methods to source products, including online applications, trade shows, direct contact, and partnerships with manufacturers. The company is always looking for high-quality products that offer value to customers and that meet the company’s strict vendor requirements.
- What is Sephora’s return policy for vendors?
Sephora’s return policy for vendors varies depending on the product and the circumstances of the return. In general, the company has a “no return” policy for many types of products, but may make exceptions in cases where there are quality issues or other problems with the product.
If a customer returns a product to Sephora that was manufactured or supplied by a vendor, the vendor may be responsible for accepting the return and providing a refund or replacement product. In these cases, the vendor should work with Sephora to resolve the issue and ensure that the customer is satisfied.
If a vendor is unable to accept a return or provide a refund or replacement product, Sephora may choose to dispose of the product or return it to the vendor at the vendor’s expense.
Overall, it is important for vendors to have a clear understanding of Sephora’s return policy and to work closely with the company to resolve any issues that may arise. By providing high-quality products and excellent customer service, vendors can minimize the risk of returns and build strong, long-lasting partnerships with Sephora.
We explain how to avoid chargebacks and fees with Sephora! All listed on our training and coaching systems listed on RetailMBA.com.
- How do I become a Sephora preferred vendor?
To become a Sephora preferred vendor, you will need to meet the company’s vendor requirements and demonstrate that you are able to produce high-quality products that offer value to customers. You will also need to have a reliable supply chain and be able to offer competitive pricing.
To apply to become a Sephora vendor, you can visit the company’s website and complete an online vendor application. The application process typically involves submitting a product sample and accompanying product information sheet, which should include details on your product, pricing and availability information, and any other relevant information. Or follow our amazing systems that explain what to do!
Once you have submitted your application, a Sephora buyer will review your submission and determine if your products are a good fit for the company. If your application is approved, you will be invited to become a Sephora vendor and will be given access to the company’s systems and processes.
To become a preferred vendor, you will need to consistently meet the company’s expectations and demonstrate a track record of producing high-quality products. This may involve meeting certain performance metrics, such as on-time delivery, order accuracy, and customer satisfaction.
Overall, becoming a Sephora preferred vendor requires a strong commitment to quality and customer service, as well as the ability to meet the company’s strict vendor requirements. With hard work and dedication, it is possible to build a successful partnership with Sephora and grow your business.
Step-by-step training on how to sell to major retailers
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We are here to expedite the process of making money with your physical products and that’s what we’re all about. Take a look at our advanced training, live events, certification programs and so much more.
In this training, I will discuss some of the things to think about when approaching a retailer to sell your products and become a vendor. Hope it helps! 🙂
Karen Waksman,
Retail MBA
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