Sephora has entered a strategic multi-year data-sharing collaboration with NielsenIQ (NIQ) to gain a more comprehensive view of the North American beauty landscape. As part of the agreement, NIQ will gain access to Sephora point-of-sale data across its omnichannel businesses, increasing the consumer intelligence firm’s total coverage of the beauty market.
The deal includes Sephora’s new role as a designated Recommended Insights Partner, which will give the retailer expanded access to NIQ’s data for best-in-class insights. Additionally, the collaboration will leverage NIQ’s expanded Omnishopper and Digital Purchases solution capabilities, which are designed to track shifts in consumer buying behavior across both online and offline channels.
The expanded Omnishopper solution, launched in January 2025, includes a consumer panel consisting of 250,000 highly engaged panelists, and through the combined Omnishopper and Digital Purchases lens, Sephora will gain access to in-store and online shopping preferences across NIQ’s coverage of mass, drug, specialty, ecommerce and social channels.
“At Sephora, our beauty community is the heart of our business, and we are constantly seeking our forward-thinking partners to help us better serve our clients throughout their shopping journey with us,” said Ryan Oto, VP, Business Intelligence and Analytics at Sephora in a statement. “This partnership with NielsenIQ is a strategic leap forward in how we listen to our beauty consumers, elevate insights across every touch point and deliver on the future of beauty retail.”
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