Sephora Partnership To Strengthen Data Strategy for Brand Partners
Sephora has entered a multi-year strategic data-sharing partnership with NielsenIQ (NIQ) to deepen its understanding of omnichannel beauty shopper behavior across North America.
The goal is to equip Sephora and its brand partners with actionable insights to create more personalized consumer experiences and improve retail planning and engagement strategies in a fast-moving consumer goods category.
The collaboration will integrate NIQ’s expanded Omnishopper and Digital Purchases capabilities to track in-store and online buying behaviors across mass, drug, specialty, e-commerce and social commerce channels in the U.S. and Canada.
Sephora will also become a Recommended Insights Partner within NIQ’s network, gaining access to the measurement firm’s expansive consumer panel — currently comprising 250,000 panelists — and advanced analytics tools.
"At Sephora, our beauty community is the heart of our business,” Ryan Oto, vice president, business intelligence and analytics at Sephora, said in a media release. “This partnership with NielsenIQ is a strategic leap forward in how we listen to our beauty consumers, elevate insights across every touchpoint and deliver on the future of beauty retail.”
“NielsenIQ is deeply committed to beauty — and we’re especially proud to expand our coverage in prestige through this partnership with Sephora,” added Elizabeth Buchanan, president of North America at NIQ. “Beauty is one of the most dynamic and culturally relevant categories in retail today. By combining Sephora’s leadership in the space with our unmatched measurement capabilities, we’re bringing new precision and visibility to the brands shaping the future of beauty.”
NIQ launched its expanded Omnishopper platform in January 2025 to provide a fuller picture of evolving purchase journeys. By layering in new digital purchase metrics, the company aims to help retailers and brands decode shopper behavior with greater speed and precision.
The Sephora partnership reflects a growing push among retailers to turn proprietary data into shared insights ecosystems, as retail media networks and brand collaborations increasingly rely on real-time, omnichannel measurement to inform both media and merchandising decisions.
A version of this article first appeared on the site of sister publication P2PI.
