On an average afternoon at many Sephora locations, bright lights, thumping music and the buzz of chattering staff and customers are as much a part of the shopping experience as swatching lip glosses and picking up a new mascara. But for a few hours each week, the LVMH-owned retailer is now attempting to quiet things down.In June, Sephora announced the global rollout of its “Quiet Hours” program. As part of the new initiative, participating stores across the globe will lower the volume of in-store music and adjust lighting during select hours in an effort to create a calmer atmosphere. Stores will also suspend events and let shoppers determine if they want assistance from sales associates during those periods.
With the Quiet Hours program, Sephora joins other major retailers in offering designated hours with reduced noise and lights to better suit the needs of neurodiverse shoppers. Walmart introduced a similar program in 2023, while Target’s sensory-friendly hours initiative dates back to 2016. Sephora first tested Quiet Hours in 2025 as a pilot program in 32 stores across eight markets; 80% of U.S. stores will now offer Quiet Hours with the expanded rollout.
Those initiatives represent a shift from traditional mass retail design that previously welcomed sensory overload. Abercrombie & Fitch was infamous in the early 2000s for pounding music and clouds of fragrance more akin to a nightclub than a clothing store. In today’s environment, however, retailers are grappling with what it means to be truly inclusive and accessible as an increasing number of consumers identify as neurodiverse.
