Sephora to Launch PROVEN Personalized Skincare Program Online and In-Store

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Photo courtesy of Sephora

Sephora will offer its customers skincare personalization technology and solutions, both in-store and online, through a partnership with PROVEN. Shoppers can visit and take a three-minute Skin Genome Quiz to formulate their personalized skincare and discover specialized products based on their needs.

The answers to the quiz are fed into PROVEN’s algorithm, which analyzes millions of factors to select the best ingredients for each shopper’s skin. PROVEN then adjusts its formulations every eight weeks to evolve with the customer, based on key factors including changing seasons, the skin’s tolerance to active ingredients, geographical moves, aging and pregnancy.

Some of the data points considered include:

  • Over 20,238 skincare ingredients;
  • Over 100,000 individual products, from luxury to generic;
  • Over 20 million testimonials from real people;
  • Over 4,000 scientific publications; and
  • The water hardness, humidity level and UV index where the shopper lives.

PROVEN also will be searchable on Sephora’s main website, and customers who purchase PROVEN through the site will receive Sephora Beauty Insider points. Interactive displays that bring the Skin Genome Quiz in-store will be rolled out as part of the brick-and-mortar experience later in 2023.


PROVEN and Sephora have collaborated in the past and have been planning this partnership since August 2021. In 2018, PROVEN participated in Sephora Accelerate, the retailer’s brand incubation program.

“We are so pleased to work alongside PROVEN and bring our clients effective, personalized skincare solutions in this new format,” said Brooke Banwart, SVP Skincare Merchandising at Sephora in a statement. “With its cutting-edge technology and scientific expertise, PROVEN offers custom skincare routines that account for several individual factors – like lifestyle and genetic background – to deliver efficacious results.”

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