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Sephora customer sentiment

Sephora, A vs B (a historical comparison): rose from 5.3 to 6.8, confirmed by our significance test. A, Aug 7 to Aug 16 (294 posts, 5.3), vs B, Sep 28 to Oct 11 (197 posts, 6.8): +1.5 points out of 10. Latest week (Nov 2 to Nov 5, 4 days, partial): 7.3, 2 posts, as of Nov 5, 2026. Sentiment averaged 6.0 in the most recent comparison period (Oct 19 to Nov 1, 14 days), below B's 6.8 (Sep 28 to Oct 11). The decrease is not statistically confirmed, so we cannot conclude that the A vs B rise has reversed. The rise from 5.3 to 6.8 is statistically confirmed, but we cannot reliably determine how much came from changes in sentiment within platforms versus changes in the mix of posts analyzed from each platform. Full range average: 6.1 out of 10 (Aug 7 to Nov 5, 2026), 1,560 posts with a sentiment.

1,692 public posts analyzed from Aug 7, 2026 to Nov 5, 2026, report finished Nov 5, 2026.

What changed

Sentiment rose from 5.3 (A, Aug 3 to Aug 16, 294 posts) to 6.8 (B, Sep 28 to Oct 11, 197 posts), a move our significance test confirms.

Sentiment moved from 5.3 to 6.8 between the two measured periods, confirmed by our significance test. Hauls and shopping trips grew from 6% to 14% of posts and makeup recommendations from 11% to 17%, both staying positive, while a complaint about an unresolved rewards promo credit shows friction still present.

What the posts show

  1. Observation

    More people are posting about Sephora shopping hauls, and they remain upbeat about it.

    Evidence: Hauls and shopping trips posts grew from 6% to 14% of posts between the two parts, with mean holding around 7.4 to 7.2. An Instagram post captures this with a shopper enthusiastically tagging a Sephora haul, and a TikTok post shows a multi-store haul that includes Sephora.

    • I’m just a girl who looooooves being a girl 🧑🏻🩰 #sephorahaul #sephora #makeuphaul #makeuplover #makeupaddict

    • Hollister, Sephora and Douglas Haullll😛 #Haul #douglashaul #hollisterhaul #sephorahaul #fyp

    Why it matters: A larger share of upbeat shopping content suggests sustained everyday purchase enthusiasm rather than a one-off spike.

    What to investigate next: Look at what specific products or promotions are prompting the increase in haul posts.

    2 cited posts
  2. Observation

    Makeup recommendation content is growing and people rate it well.

    Evidence: Makeup recommendations posts grew from 11% to 17% of posts, with mean around 7.2 to 6.9, staying among the highest rated topics. Posts in this group include people asking for product opinions and others recommending specific items like a new skincare pick exclusive to Sephora.

    • Influence/Deinfluence me please! Hi all, I have a few gift cards and quite some products on my long time wishlist. Before I purchase anything, I‘d love to get your opinion on those products to help me make a decision (to…

    • the ppl have spoken 🗣️🗣️🗣️ shop our bestselling moisturizer exclusively at sephora 😉

    Why it matters: Sustained positive recommendation content signals product advocacy that can support organic discovery.

    What to investigate next: Identify which specific product lines are most frequently recommended in this growing group.

    2 cited posts
  3. Observation

    Some customers report unresolved issues with Sephora's rewards and discount programs.

    Evidence: A Reddit post describes a promo credit issue with a Sephora card partnership that was only partially applied, with the user saying it was still unresolved after two billing cycles despite being told it would be escalated. Rewards and discounts posts carry a mean of 6.8 and a complaint intent carries a mean of 3.6 overall, showing this kind of experience pulls sentiment down.

    • Paze with Sephora and chase. I had the issue with Sephora and my freedom unlimited with the $10 promo where it only gave me one of ten credits but I called today after two billing cycles and they said they would escalate…

    Why it matters: Billing and loyalty program friction can erode trust in a space where shoppers expect rewards to work smoothly.

    What to investigate next: Check whether rewards program credit issues are recurring across multiple customers or isolated.

    1 cited post

Measured parts of the change

By topic

  • Hauls and shopping trips posts: 6% to 14% of posts, mean 7.4 to 7.2; share of the change +0.59 (share moved +0.60, sentiment moved -0.02)
  • Makeup recommendations posts: 11% to 17% of posts, mean 7.2 to 6.9; share of the change +0.41 (share moved +0.45, sentiment moved -0.04)
  • Store and retail presence posts: 39% to 35% of posts, mean 6.7 to 6.7; share of the change -0.33 (share moved -0.32, sentiment moved -0.00)

By platform

  • Posts on TikTok: 21% to 46% of posts, mean 7.2 to 7.2; share of the change +1.78 (share moved +1.80, sentiment moved -0.02)
  • Posts on X: 73% to 43% of posts, mean 4.6 to 6.5; share of the change -0.55 (share moved -1.65, sentiment moved +1.09)
  • Posts on Instagram: 3% to 7% of posts, mean 7.7 to 7.7; share of the change +0.25 (share moved +0.25, sentiment moved -0.00)

By intent

  • Recommendations: 9% to 23% of posts, mean 7.5 to 7.0; share of the change +0.97 (share moved +1.05, sentiment moved -0.08)
  • Neutral mentions: 18% to 30% of posts, mean 6.4 to 6.0; share of the change +0.64 (share moved +0.75, sentiment moved -0.11)
  • Praise: 34% to 28% of posts, mean 7.8 to 7.8; share of the change -0.46 (share moved -0.48, sentiment moved +0.02)

Against the change

  • Posts on X: 73% to 43% of posts, mean 4.6 to 6.5; share of the change -0.55 (share moved -1.65, sentiment moved +1.09)
  • Praise: 34% to 28% of posts, mean 7.8 to 7.8; share of the change -0.46 (share moved -0.48, sentiment moved +0.02)

Analysis of 2026-11-07 by our analysis model over the measured figures; every number and cited post is checked. Version why1.3.5 · 25678f3a.

What people are saying

A few relevant public posts from the report

  • InstagramOct 7, 2026positive

    My new nail obsession, get yours on my profile!!! 😻💕💅🏻 #nails #cateyenails💅 #nailsdesign #sephora #girlie

  • InstagramAug 7, 2026positive

    Recreate Selena’s finishing touches. Complete the look with Soft Pinch Lip Oil Stick in Wish and NEW Rare Beginnings Eau de Parfum. Shop the full collection @sephora, @sephoracanada, Sephora @kohls, @sephorauk, and rarebeauty.com.

  • TikTokSep 25, 2026positive

    When @AMIKA: says they love the Sharna red, the Sharna red they shall receive 🫶 Shop my ‘Protector Collection’ hair care routine by Amika at @Sephora ! #sharnared #amika

  • InstagramAug 12, 2026positive

    a new beginning, in more ways than one 🌱 Own every moment of what’s next with Rare Beginnings Eau de Parfum, a fruity floral wrapped in creamy sweetness. Exclusively at @sephora, @sephoracanada, Sephora @kohls, @sephorauk, and rarebeauty.com.

  • TikTokOct 9, 2026very positive

    From a dream the world didn’t quite understand yet to the #1 primer, #1 powder foundation, AND #1 priming brand @Sephora 🥹🤎 A reminder that believing in your vision can change everything. And to our community, thank you for believing with us. 🫶🏾 ##danessamyricksbeauty##sephora

  • InstagramSep 29, 2026positive

    So nice, @selenagomez did it twice✌️ Rare Beginnings Eau de Parfum & Rare Eau de Parfum available only @sephora, @sephoracanada, Sephora @kohls, @sephorauk, and rarebeauty.com.

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