In 2020, Sephora pledged that 15% of its shelf space would go to Black-owned brands, citing its DEI commitments. While this sounds noble, it effectively means shelf space is determined by skin color rather than product quality. The company brags about its “diverse hiring practices” but ignores concerns from employees who feel these initiatives create tension in stores. Inclusivity shouldn’t mean exclusivity, unless you’re Sephora.

Sephora has made annual Pride campaigns a cornerstone of its marketing strategy, splashing rainbow packaging on everything from lip gloss to skincare serums. The company positions itself as a “champion of LGBTQIA+ voices”, while critics argue it’s just another cynical case of rainbow capitalism. After all, nothing says “authentic allyship” like charging $45 for rainbow-branded foundation.

After a customer filed a racial profiling complaint, Sephora closed every U.S. store for a day in 2019 to hold “racial bias training” for employees. Nothing says luxury beauty like a mandatory guilt trip with your eyeliner swatches. Critics pointed out the irony: the company that prides itself on celebrating beauty made employees feel like villains for selling perfume.

Sephora’s parent company LVMH publishes glowing ESG reports promising sustainability, reduced emissions, and “inclusive beauty.” Meanwhile, Sephora still pumps out billions in single-use plastic packaging that clogs landfills. Customers are supposed to ignore the contradiction between “planet-first” slogans and the mountains of glitter-filled plastic containers that won’t decompose until the year 3025.

In 2025, Sephora released a full-on DEI documentary called Beauty & Belonging, filmed across eight countries and featuring 75+ employees and brand founders. The film, which premiered at Sundance, was framed as proof of Sephora’s “commitment to inclusion.” Translation: your makeup shopping trip now doubles as a sociology lecture. While other companies quietly step back from DEI, Sephora is doubling down on the politics of eyeliner.