# Sephora Opens in Israel on 20 August Without the Brands People Come For

> Three stores and five in store counters, run by the franchisee Glam42. Huda Beauty, Charlotte Tilbury, Rare Beauty and Fenty Beauty are not among them.

- Source: Israel Today
- Canonical URL: https://israeltoday.news/article/sephora-israel-three-stores-limited-range
- Author: Maya Shulman
- Section: Business
- Published: 2026-08-10T08:15:00.000Z
- Updated: 2026-08-10T08:15:00.000Z
- Tags: Retail, Consumer, LVMH

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Sephora opens in Israel on 20 August through the local franchisee Glam42, with three standalone stores at the Azrieli Center in Tel Aviv, the Ayalon Mall in Ramat Gan and the Malha Mall in Jerusalem, plus five counters inside other retailers. Three more stores are planned.

The shelves will be narrower than the name suggests. The launch leads with Sephora Collection, the chain's own label, alongside brands owned by its parent LVMH, among them Benefit, Fresh and KVD Beauty, with Fugazzi, K Beauty and Born to Stand Out added. Huda Beauty, Charlotte Tilbury, Rare Beauty and Fenty Beauty will not be stocked.

That is a decision rather than a supply problem. LVMH is treating the Israeli launch as a pilot and will spend around two years assessing it before bringing in the third party brands that drive most Sephora sales worldwide. The chain is therefore arriving with the part of its business it owns outright and holding back the part it licenses.

For shoppers the practical question is what the stores replace. The brands being withheld are the ones Israeli buyers currently reach through parallel importers and travel, and those are the routes a full range would have displaced. A pilot with the marquee labels missing tests the fascia rather than the proposition, and two years is a long time to hold that position in a market where the alternatives already exist.

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Originally published by Israel Today. Free to cite with attribution and a link to https://israeltoday.news/article/sephora-israel-three-stores-limited-range.