Sephora launches 'quiet hours'. Here's what shoppers need to know

Sephora is the latest retailer to offer its neurodivergent customers “quiet hours,” or a low-key shopping experience that limits sensory triggers, in its stores.

The move from the beauty retailer follows similar initiatives from the likes of Walmart, Target and even Chuck E. Cheese.

Here’s what you should know about Sephora’s quiet hours initiative, and others across the country.

Sephora launches ‘quiet hours’ nationwide

Sephora announced earlier this month that at specified times, all of its stores will lower their music volume, adjust in-store screens and minimize strong scents to foster a “calmer atmosphere with fewer distractions,” according to a company news release. Sephora did not specify which times quiet hours would be implemented.

The nationwide rollout follows an initial pilot program at 32 of the beauty store’s locations in eight markets. It was developed alongside the disability advocacy organization Open Inclusion and business consultancy firm, Purposeful Futures.

Deborah Yeh, Sephora’s global chief marketing officer, described quiet hours as a “meaningful step” in its ongoing commitment to developing business strategies that meet customers’ needs.

“Quiet Hours at Sephora is one meaningful step in our ongoing commitment to building more welcoming environments for our employees, consumers, and communities — and we know there is still much more to learn and do,” Yeh said. “We’re proud of this step forward — and equally committed to continuing to listen, learn, and grow alongside the communities we serve.”

Neurodivergence is an umbrella term that encompasses the diverse makeup of neural processing, as it manifests differently for everyone. While not an official medical term, some use it to describe a range of learning disabilities, Autism Spectrum Disorder and more, according to the Cleveland Clinic.

It can include intense sensitivities to fluorescent or flickering lights, background music, announcements, crowded chatter, strong-smelling foods, perfume, cleaning product smells, unexpected touch in tight aisles or flashing displays and signage, according to True Progress Therapy.

“By listening directly to neurodivergent and sensory-sensitive beauty customers across five countries, we uncovered clear opportunities to rethink what more inclusive beauty retail spaces look, sound and feel like,” said Christine Hemphill of Open Inclusion, one of the groups that Sephora consulted with. “This helped create an environment that is more welcoming, accessible and comfortable for many people.”

Hemphill added that quiet hours are the “future of retail.”

Walmart leads the charge

In 2023, Walmart became the first major retailer to implement sensory sensitivity shopping in all its stores across the United States. What started as a couple of hours on Saturdays has since blossomed into a two-hour daily occurrence from 8 a.m. to 10 a.m.

During that time, Walmart turns off its overhead music, dims the lighting where possible and turns all its TVs to static images.

According to the company, the changes were made based on feedback it received not only from customers but also from its employees who have attention-deficit/hyperactivity disorder, autism and other conditions.

“From face-to-face conversations, emails, listening sessions, social media and our personal experiences in the stores, we have seen what these changes mean for our customers and associates,” Walmart said in a news release at the time.

Other retailers offering quiet hours

There aren’t any other retailers in the United States that have permanently made sensory sensitivity shopping part of their operating schedules.

However, two companies have experimented with it in the past and offer the experience at select locations, including Target and Toys "R" Us.

• Target: Similar to Walmart, during these times, Target stores dim the lights, turn off the music and limit the number of announcements. Additionally, Target offers sensory-friendly carts equipped with safety harnesses and support for children with sensory sensitivities, according to Level Ahead ABA, a Georgia-based medical clinic.
• Toys "R" Us: The "Quiet Hour" initiative in Toys "R" Us stores offers a more relaxed shopping experience for individuals with autism. Like Target and Walmart, the stores dim the lights, turn off music and provide a quieter environment, per Level Ahead ABA.

Chuck E. Cheese’s ‘Sensory Sensitive Sundays’

In the restaurant space, Chuck E. Cheese offers a monthly program dubbed “Sensory Sensitive Sundays.”

Essentially, on the first Sunday of every month, Chuck E. Cheese opens its doors two hours before regular operating hours, with dimmed lights, reduced sound, no flashing effects and a calmer game room and dining environment.

What’s more, the staff who work these shifts are trained to offer patient, flexible and nonjudgmental support, according to the company’s website.

Chuck E. Cheese’s initiative, which is not available at all locations, has been around since 2016 with the support of the Center for Autism and Related Disorders.

Drew Pittock covers national trending news for USA TODAY. He can be reached at [email protected].