Cosmetics giant Sephora is to open its first stores in Israel this month, according to a report.
Six shops, including at the Azrieli Mall in Tel Aviv, the Ayalon Mall in Ramat Gan and the Malha Mall in Jerusalem, are set to open on August 20.
Sephora will also roll out a “boutique” format in five locations across the country, within stores run by beauty retailer Glam42, according to details obtained by Ynet.
However, the full range of cosmetics available at Sephora shops overseas will not be on offer in Israel, with the brand focusing on selling products from its own label, Sephora Collection.
The launch is being treated as a pilot, according to Ynet. If successful, Sephora’s parent company, the French multinational luxury goods conglomerate LVMH could introduce a wider range of products and might open more stores.
Sephora, along with several other beauty retailers, has faced calls to stop stocking products made by Huda Beauty, whose founder has shared anti-Israel conspiracy theories.
Iraqi-American Huda Kattan sparked controversy when she shared a video on TikTok in 2025 in which she claimed there was evidence that Israel was responsible for the First and Second World Wars, 9/11 and the Hamas-led attack in Israel on October 7 2023.
TikTok later removed the video and Sephora dropped Kattan from a marketing campaign, though its stores continue to stock Huda products.
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