LVHM Blames Amazon for Slow Sephora Sales

So, LVHM is over there blaming Amazon for slow Sephora sales. As for me, I’m all, say what now? According to LVHM CFO 2025’s Q1 earnings report was down 3% due to Amazon’s aggressive pricing strategy. Stores are thriving but e-commerce is taking a smaller hit in the US because of Amazon which isn’t actually beating Sephora prices but does match them at the same price. However, that being said select items are showing at better prices on Amazon such as Kérastase’s Gloss Absolu which is sold at Sephora for $36 but on Amazon at $26. Although, they have seen an overall revenue fall the company says they are still feeling very sound during turbulent times and feels sales will improve.

Sephora hasn’t addressed the Spring Savings Event and likely won’t but according to Beauty Independent sales there was a slide in sales during the event this year. They reported that Ulta’s Spring Beauty Haul had more organic traffic than Sephora’s Spring Savings Event and had a decline overall expect in the bath, body, and haircare categories. I know I personally didn’t do a major sale haul this year. I just didn’t find anything of interest I needed or wanted. I also, think the sale came at a rather bad time during the tariff war discussions. Beauty brands are scrambling to figure out how to survive in these uncertain times. Many smaller indie brands are just closing up shop which is sad and even more popular ones from the youTube era are closing down (Glam Glow is one that went down recently).

We’ll have to wait and see if sales improve but I can’t say that Amazon is Sephora’s biggest issue. Ulta being Sephora’s biggest competition with a better cash back rewards program, better sales, and outstanding brand growth (they’ve brought in so many brands in the last five to six years). Also, Tiktok has been a huge source of direct brand purchasing making it easy enough to bypass Sephora completely, buy from the brand direct with free shipping, and sometimes an even cheaper price.

I wish Sephora success but the last few years has been very turbulent for them. I’m still a Sephora girlie but I’ll readily admit the bulk of money spent on beauty isn’t with Sephora lately. I’m curious how things will go in the next few months especially as the Holidays grow closer!

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