Global beauty retailer Sephora, owned by luxury conglomerate LVMH, has implemented a leadership shake-up in its Asia operations. Chief Executive Officer Guillaume Motte has taken direct oversight of Greater China following the departure of former Sephora Asia President Alia Gogi, who stepped down at the end of last year.
Motte’s increased involvement highlights the strategic importance of Asia—particularly China—as a vital growth market for Sephora’s personal care and cosmetics business. However, the retailer faces strong competition from culturally attuned local brands, a slowdown in consumer spending, and a growing preference for home-grown Chinese beauty products.
Despite significant expansion in the US and Europe, Sephora has faced hurdles in Asia, including the closure of operations in Taiwan and South Korea, as well as financial losses in mainland China in an effort to secure market share.
To strengthen its position, former Nike Asia executive Ding Xia now reports directly to Motte, focusing on an updated product mix that includes niche international brands alongside popular Chinese beauty labels.
LVMH founder Bernard Arnault remains committed to Sephora’s global expansion, with a target of reaching €20 billion in revenue within the next three years.
Challenges in penetrating the Chinese beauty market have led Sephora to intensify its leadership focus, refine its product strategy, and enhance local partnerships. As Asian consumer preferences evolve, the retailer is adapting its approach to align with cultural expectations and price sensitivities, positioning itself to capture the region’s high-growth potential.
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