Is Sephora making its Israel debut? What we know about the claims

Conflicting reports have emerged over the entry of beauty giant Sephora into the Israeli market, with new reports casting doubt on earlier claims that the company had agreed to an official franchise arrangement. 

On Sunday, the global beauty retailer was reported to be opening several stores in Israel this month, following an announcement by local cosmetics retailer Glam42, which was described as Sephora’s official Israeli franchisee. 

According to Israeli media, Glam42 was expected to open three stores and five boutiques inside other shops simultaneously on August 20, with the outlets reportedly located in Tel Aviv, Ramat Gan and Jerusalem.

Initial reports further detailed the Israeli outlets would primarily sell Sephora’s in-house brand, Sephora Collection, as Israeli news outlet Ynet reported that brands including Huda Beauty, Charlotte Tilbury, Rare Beauty and Fenty Beauty would not be available at launch. 

However, the Israeli news site also reported that brands owned by Sephora’s parent company, LVMH, could be stocked, including Benefit, Fresh and KVD Beauty.

Fugazzi, K Beauty and BORN TO STAND OUT were also reportedly expected to be available. 

What are the new claims? 

However, Haaretz reported on Monday that Sephora itself was not entering Israel as the arrangement only involves the import of Sephora Collection products. 

Citing Hebrew-language business newspaper TheMarker, Haaretz reported that questions had also emerged over whether Glam42 was in fact an official importer of Sephora Collection, after the Israeli beauty and cosmetics retailer was described as the brand’s official importer and said to be selling its products through its stores across Israel. 

Haaretz cited sources close to Sephora’s parent company LVMH as saying that the company had not signed an official franchise agreement with Glam42. 

Additionally, the sources said the arrangement was merely a one-off deal involving a limited batch of products rather than an ongoing import contract and alleged that the products being sent to Israel were surplus stock.

Sources told Haaretz that LVMH officials were surprised to see the deal marketed in Israel as though Sephora itself were launching operations in the country- reaffirming that Sephora has no plans to enter the Israeli market in the near future. 

The New Arab has approached Sephora for official comment but had not received a response at the time of publication. 

BDS reaction 

Following the initial reports of Sephora’s alleged launch, campaigners from the pro-Palestine Boycott, Divestment and Sanctions (BDS) movement told The New Arab that they firmly stood by their position that "all such companies must be boycotted", amid ongoing scrutiny of Sephora and LVMH over their alleged links to Israel, particularly as Israel’s genocidal war on Gaza contiinues despite an October 2025 'ceasefire'.

"We are aware of new reports claiming that Sephora is not opening any stores or even signing a franchise agreement with any Israeli company — just sending a shipment of its products to some Israeli company," a BDS spokesperson told The New Arab. 

"By starting business in Israel, directly or through an Israeli dealer/reseller, particularly under these circumstances, Sephora and its owner LVMH have chosen to deepen their complicity with Israel’s regime of genocide, apartheid and illegal military occupation — at a time when much of the world is moving in the opposite direction, and Israel’s genocidal regime is more isolated than ever." 

They added: "Glam42, the company reported to be importing Sephora Collection products to the Israeli market, is a major supplier to the Israeli genocidal army, making Sephora even more complicit." 

The organisation also highlighted its historical boycott of the retailer over its sale of Ahava products.  

Ahava has faced criticism because its primary production site and visitor centre are located in Mitzpe Shalem, an illegal Israeli settlement in the occupied West Bank. 

Nazlee Radboy, best known as BDS Babe on TikTok and Instagram, where she shares lifestyle content and product recommendations aligned with the BDS movement, has also raised concerns over Sephora potentially deepening its commercial activity in Israel, as it subjects Palestinians to "occupation, displacement and mass violence."

"Even if this ends up being about Sephora Collection imports rather than full stores, it still matters because the issue is not just symbolic presence. Importing and distributing products means building commercial ties, directing capital through Israeli businesses and helping sustain the normal functioning of that market," Radboy told The New Arab.

"People increasingly understand that buying makeup is still an economic decision, and that convenience or brand loyalty does not have to override political principles."

She added: "For boycott-minded consumers, the question is less 'can I find the exact same product elsewhere?' and more 'what am I willing to give up in order to act consistently with what I believe?'"

Fashion and beauty journalist Zein Karam told The New Arab that amid ongoing developments surrounding Sephora’s entry into Israel, the reaction among consumers, particularly in the MENA region, could intensify if major beauty brands become involved.

"Sephora’s biggest draw is the brands it stocks, and I think that’s where consumers may feel some sort of betrayal," Karam told TNA.  

"The soft launch will be soft and I think the backlash will hit once the real players enter the chat, so they have a choice to make and it’s up to them whether they’ll be scrutinised."