Sephora to stock Volition beauty offerings

Beauty retailer Sephora is set to launch Volition at its online store Sephora.com on 8 August and in certain outlets in September this year.

Volition is an online platform for beauty products enabling customers to submit ideas for the products they require and develop the new offerings in collaboration with labs and chemists.

The new product development process also involves voting on various ideas submitted by the users.

Volition co-founder Brandy Hoffman said: "Sephora shares our passion for community and deep appreciation for the power of engagement. They are the beauty industry leader.

“We are so excited to launch with such a respected, innovative and supportive partner.”

The firm’s portfolio includes a variety of skincare, bodycare and colour cosmetic products such as Moringa Silk Body Spray, Thanakha Radiant Bronzer, Illuminating Body Milk, Ultimate Anti-aging Custom Trio, Helix Restorative Eye Gel, Instant Mattifying Mist and Turmeric Brightening Polish.

Founded in the 1970s in France, Sephora extended its presence to North America in 1997 following an acquisition by luxury firm LVMH Moët Hennessy Louis Vuitton.

The beauty retailer currently operates more than 2,300 stores in 33 countries, including 430 outlets across countries such as the US, Canada, Mexico and Brazil, and more than 600 inside JCPenney locations.

In addition to 14,000 products from 200 brands, the retailer offers different mobile beauty apps.