It was recently announced on Wednesday, starting from next year our beloved makeup brand MAC cosmetics will be available to shop at Sephora which is ironic because the brand has been around for a while you’d expect it as one of the first brands to occupy Sephora’s stores. Anyway, the idea came after slumping sales for the iconic brand, which has been enlisting fresh talent and shaking up its marketing strategy in a bid to return to growth.
In the ELC’s fiscal 2025 earnings result published back in August, MAC is said to have made up to 5% decline in profit in makeup sales which was labelled ‘Retail Softness And Retail Destocking”. Early this year MAC has appointed new creative director – Nicola Formichetti and Doja Cat was announced as its new brand ambassador in September. MAC cosmetics has always been compared to Makeup Forever owned by Sephora’s umbrella parent company LVMH when it comes to product lineup and positioning.
The decision came from the brand’s umbrella parent – Estée Lauder companies who made the decision as part of its strategy to push sales growth. MAC cosmetics will be available to shop at Sephora’s US locations, although the makeup brand has already been made available at Sephora’s international stores starting UK, Canada, e.t.c.has also been available at Ulta since 2017.
