Sephora has announced the launch of the European Sephora Prize for European cosmetic and wellness brands. This initiative is designed to give budding European brands (as well as brands based in the UK, the EEA, Monaco, Switzerland, Serbia, and Turkey) recognition for their talent and innovation.
The initiative mirrors Sephora Accelerate, the brand’s North American six-month incubator program with successful brand alumni such as Topicals, 54 Thrones, and The 7 Virtues. Since its launch in 2016, the program has supported 41 brands across makeup, skincare, and wellness through an intensive curriculum, individual mentorship, and retail placement. Sephora is now bringing a version of this initiative to the European market.
According to a press release, the Sephora Prize reinforces Sephora’s mission to be a partner to developing brands. The winner of the prize will receive three years of business support from the retailer. This includes expert mentoring, strategic guidance, and tailored sponsorship.
“With our European Sephora Prize, we are taking our commitment a step further by supporting the regional beauty ecosystem—unique in its diversity and innovation—and by mentoring a new generation of founders to help them bring their vision to life through Sephora’s expertise, platform, and community,” said Catherine Spindler, President of Sephora Europe and the Middle East.
The winner will also achieve total market visibility through “The Next Big Thing” campaign spearheaded by Sephora to promote the newcomer brand on a much larger scale by exposing it to Sephora’s loyal and broad fanbase.
The first winner of the Sephora Prize will be revealed at the 2026 Sephoria event, taking place in Europe in the coming months.
Sephora positions the program as more than just a prize; rather, it is designed to bridge the gap between the winning brand and the Sephora customer. The invitation for innovative brands to compete for a place on Sephora shelves is where that relationship begins. The chosen winner will be a brand that aligns with what Sephora’s customers are already reaching for and one that resonates with beauty consumers across Europe.
The initiative outlines how the transactional nature of the relationship between brand and retailer is evolving. Retailers investing in brands to grow alongside them could set a new standard for what a retailer owes an emerging brand.