Sephora to open three stores in Israel on 20 August

French beauty retailer Sephora is set to begin operations in Israel on 20 August, though its initial stores will offer a significantly more limited range of products than its global branches. Glam42, the local operator and representative for Sephora, announced that it will launch three stores and five in-store concessions simultaneously. The primary locations will be at the Azrieli Center in Tel Aviv, the Ayalon Mall in Ramat Gan, and the Malha Mall in Jerusalem. Glam42 stated that three additional stores are expected to follow. At this stage, the Israeli branches will primarily stock the in-house 'Sephora Collection' line. Many third-party brands that drive global sales will be unavailable; according to Ynet, notable absences include Huda Beauty, Charlotte Tilbury, Rare Beauty, and Fenty Beauty. Brands owned by Sephora's parent company, LVMH, such as Benefit, Fresh, and KVD Beauty, are expected to be available. The inventory will also include products from Fugazzi, K-Beauty, and Born to Stand Out. Ynet reports that LVMH views this launch as a pilot project. Should the stores prove successful over the next two years, the company will consider expanding the range of beauty brands offered in Israel. Sephora specialises in cosmetics, skincare, and fragrances.