All NewsMarch 30, 2026

Viral beauty brands are coming to Kohl’s

Beauty lovers around the country cheered when Kohl’s and Sephora announced their partnership back in December 2020. 

Although it’s one of the largest beauty retailers in the world, Sephora only has around 500 standalone locations in the U.S. Kohl’s, on the other hand, has upwards of 1,100 stores in 49 different states. About “80% of Americans live within 15 miles of a Kohl’s store,” according to the retailer.

This meant that the Kohl’s + Sephora partnership made it drastically easier for the average American to access prestige beauty products.

Now the department store has more good news for beauty enthusiasts — several new viral product lines are rolling out at Sephora at Kohl’s locations in the coming months.

Sephora at Kohl’s is expanding

During Kohl’s Q4 FY2026 earnings call in early March, CEO Michael Bender told investors the Sephora + Kohl’s partnership would be expanding.

“We’re driving the next phase of growth in our Sephora at Kohl’s business by strategically curating an exciting assortment,” Bender said. 

The CEO teased some of the new brands that would be landing on Kohl’s shelves over the next few months, including MAC, Tarte, Charlotte Tilbury, and YSL Beauty.

Now, we have official confirmation that MAC and YSL Beauty will be making their nationwide debuts in spring 2026.

MAC Cosmetics at Sephora at Kohl’s

Kohl’s started rolling out MAC Cosmetics in select stores earlier this year. Fans went wild for the 42-year-old Canadian brand, leading the company to push the drop into all 850 Sephora at Kohl’s locations. 

Among the items included in the collection are:

  • Studio Fix foundation
  • Fix+ setting spray
  • Studio Fix concealer
  • Diamond Dazzle eye shadow sticks
  • An assortment of the brand’s iconic lip sticks and lip pencils Source: Kohl’s

YSL Beauty at Sephora at Kohl’s

MAC isn’t the only new brand in town at Sephora at Kohl’s locations. The department store has also revealed that YSL Beauty will be landing in April. The line will be launched in just 200 locations.

Among the items included in the collection are:

  • Lash Clash mascara
  • Make Me Blush powder blush
  • The Candy Glaze lip collection
  • Libre perfume Source: Kohl’s

MAC Cosmetics and YSL Beauty are among the prestige brands dropping at Sephora at Kohl’s stores this spring.

Image Source: Shutterstock

Can Sephora at Kohl’s return the chain to relevancy?

As discount stores like TJMaxx and Nordstrom Rack have become more popular in recent years, Kohl’s has struggled to remain relevant. 

Kohl’s saw overall foot traffic decline by 5% in Q4 2025, according to a recent Placer.ai report. That reduction in visits led to a 4% drop in net sales for the fiscal year, Kohl’s CFO Jill Timm told investors on the recent earnings call.

Kohl’s deteriorating market position can largely be attributed to its lack of “sharply defined value or experiential proposition,” the Placer.ai report said.

“Consumers are rewarding clarity,” the report read. “In a bifurcated retail environment, the middle is the toughest place to be.”

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As Kohl’s continues to strengthen its position as a beauty destination thanks to its evolving partnership with Sephora, could that be enough to help it establish that experiential proposition and return it to relevancy?

The beauty industry is growing rapidly, after all. The market is estimated to grow 5% annually through 2030, according to consulting firms like McKinsey & Company

Benders seems to think so. “On the Sephora question, you know, we feel very good about the partnership there,” he told investors earlier this month. 

And the data seem to back it up. The Sephora at Kohl’s partnership is on track to “deliver a $2 billion beauty business,” according to the store’s Q2 FY2025 earnings report.

Sephora at Kohl’s FAQ

Sephora at Kohl’s are not identical to standalone Sephoras. While there is some brand crossover, Sephora stores at Kohl’s are smaller and generally have different inventory and a different return policy.

Here are quick answers to the most commonly asked questions about Sephora at Kohl’s.

  • Can I earn and redeem Sephora points at Sephora at Kohl’s? Yes, Beauty Insiders and earn and redeem points at physical Sephora at Kohl’s locations and online.
  • Can I use my Kohl’s cash at Sephora at Kohl’s? No, Kohl’s cash and rewards cannot be redeemed on Sephora Beauty products.
  • Does Sephora at Kohl’s participate in Sephora’s savings events? Yes, Sephora at Kohl’s does participate in Sephora’s bi-annual savings event. Dates for the tiered sale are identical to those at standalone Sephoras.
  • Is Sephora at Kohl’s at all Kohl’s locations? Yes, all Kohl’s stores have a Sephora shop. Sources: Kohl’s, Kohl’s 

Related: Bath & Body Works’ new launch brings popular brand to the retailer