Global beauty retailer Sephora has introduced a ‘Quiet Hours’ programme across its stores worldwide, aiming to create a more comfortable and accessible shopping experience for neurodivergent people and anyone who prefers a calmer retail environment.
The initiative is the first global programme of its kind in the beauty retail sector. During designated Quiet Hours, stores will lower the volume of in-store music, adjust digital displays to reduce visual stimulation and, where possible, minimise the presence of strong fragrances. At selected locations, customers will also have access to additional options, such as mobile checkout, making the shopping experience simpler and less stressful.
The programme was developed in partnership with Open Inclusion and Purposeful Futures, with direct input from neurodivergent customers and employees whose experiences helped shape the initiative.
Before its global rollout, Sephora tested the programme in 32 stores across eight markets. The pilot project found that the majority of neurodivergent customers believed Quiet Hours significantly improved their shopping experience. In addition, 90% of all surveyed customers said the initiative made stores more inclusive and welcoming for everyone.
Experts involved in developing the programme note that people with autism, ADHD and other sensory issues often find shopping centres highly challenging environments because of loud music, bright lighting, strong fragrances and large crowds. Even relatively small adjustments, they say, can substantially reduce sensory overload and make shopping a more comfortable and independent experience.
The initiative has also received positive feedback from employees, who report that the calmer environment enables better communication with customers and reduces stress throughout the working day.
By introducing Quiet Hours, Sephora joins a growing number of major retailers offering sensory-friendly shopping periods. Similar initiatives have been adopted in recent years by supermarkets, department stores and cinemas, reflecting a broader understanding that accessibility is not only about removing physical barriers but also about creating environments where people with sensory sensitivities can feel safe, comfortable and included.
Sephora says Quiet Hours represent just one step towards creating a more inclusive shopping experience and has pledged to continue working with the neurodivergent community to develop solutions that meet the needs of an even wider range of customers.
