Shopping Gets a Makeover with Sephora Quiet Hours

Starting 8 April, Sephora has rolled out Quiet Hours across three UK stores—Westfield White City, Birmingham, and Trafford—as part of a 12-week pilot scheme running until 26 July. Every Tuesday and Thursday from 10am to 12pm, shoppers can expect a noticeably more tranquil atmosphere designed to ease sensory overload.

During these hours, stores will dim lights where they can, turn off or lower music, and reduce the activity on digital screens. The goal? To create a more relaxed environment for anyone who might find the usual buzz of retail overwhelming—whether that’s neurodiverse shoppers or anyone looking for a bit of calm.

It’s a thoughtful step from Sephora, marking the first time a beauty retailer has piloted Quiet Hours on this kind of scale globally. While the changes are simple, the impact could be significant, making the in-store experience more comfortable and welcoming for more people.

As conversations about accessibility grow louder in the retail world, Sephora’s pilot could spark similar moves from other beauty giants. For now, it’s a welcome moment of quiet in an often-noisy space.