Walk into any Sephora and you are stepping into a meticulously designed world of prestige beauty. For brands competing on the crowded shelves of global giants, having a premier beauty retail partner is a strategic necessity. From the vibrant energy of Amika to the clinical precision of Dr. Jart+, The Bernard Group (TBG)’s latest rollout showcases how luxury beauty displays can marry brand storytelling with structural excellence.
Key Takeaways:
- The Bernard Group transforms digital brand identities into captivating, tangible retail experiences for Dr. Jart+, Amika, Vegamour, and Caudalie.
- The TBG x Sephora partnership focuses on modularity, sustainability, color-precision, and complex media.
- Our VP of Key Accounts highlights her work in strategic planning and extensive collaborative efforts for both the Sephora and brand accounts.
A Closer Look at Luxury Beauty Displays in Sephora
Every brand possesses a distinct DNA, and The Bernard Group’s objective was to translate those digital identities into engaging, tactile retail experiences for brands at Sephora. We successfully brought these four powerhouse brands to the Sephora floor through tailored shelving and endcap solutions:
Clinical Precision Meets Custom Shelving with Dr. Jart+
For Dr. Jart+, a brand known for its fusion of dermatological science and art, requires shelving that presents approachability while maintaining a clinical feel. TBG updated all existing graphics and fixtures for the new Reform Cryo Masks, the new V-Scalp Mask, and the Ceramidin Mask 5pk.
- Location: Across all US, Kohl’s, and Canada Sephora stores
- Materials: Recycled magnetic, PETG, and cardstock graphics
- Lifespan: 6–12 months, part of a quarterly cadence of brand updates
Amika’s Bold and Vibrant Hair Care Shelving
On the opposite end of the visual spectrum, Amika is all about pattern, color, and energy. The Bernard Group focused on a custom endcap space while maintaining a “maximalist” visual style. As a beauty retail partner, TBG ensures that Amika’s signature patterns pop against the Sephora backdrop and rigorous guidelines, drawing hair-care enthusiasts in from across the store.
- Location: In 315 US Sephora stores
- Materials: Custom metal shelving, acrylic 3D lettering, and a back panel with a “ribbed” look achieved through custom printing and mirrored acrylic accents
- Lifespan: While the core structure is permanent, the unit is updated 2–3 times per year with new magnetic graphics and revised top plates to highlight different products.
Organic Elements on Vegamour’s Endcap
As a leader in plant-based wellness, Vegamour needed a luxury beauty display that felt organic and premium. To support Vegamour’s expansion into holistic beauty, TBG designed and produced custom metal fixtures that matched their Gold/Silver top of their Hair Serum bottle (through gold custom metal Glorifiers, sign holders and acrylic fixtures).
- Location: Across all 625 US and 142 Canada freestanding stores
- Materials: Stainless Steel w/ high polish brass, 16GA CRS for metal shelf covers and acrylic components, etc.
- Lifespan: Vegamour has updated their fixtures and graphics 16 times between mid June 2023 and late December 2025, with another coming Spring 2026.
Parisian Elegance in Every Detail of Caudalie’s Endcap
The Bernard Group revamped every fixture and graphics for Caudalie that pairs natural aesthetics with elegant finishes, improved shoppability, and reflecting the brand’s vineyard heritage. By incorporating elements that mirror the brand’s eco-conscious, these displays reinforce Caudalie’s status as a “Clean at Sephora” leader.
- Location: Across all US and Canada stores
- Materials: Metal, acrylic, paper, and magnets
- Lifespan: 3 years
Why The Bernard Group is the Preferred Beauty Retail Partner
The Bernard Group is committed to helping our brand partners distinguish themselves by elevating the consumer experience. We achieve this through innovative design, flawless execution, and sustainable manufacturing practices.
Our partnership with Sephora focuses on four key pillars:
1. Modularity
Sephora utilizes modular merchandising fixtures to rapidly swap out product assortments and brand stories every few weeks without the need for expensive, permanent renovations. This agile design allows the retailer to keep pace with fast-moving social media trends and seasonal launches, ensuring the in-store “discovery” experience feels fresh and hyper-relevant to every visit.
The seamless transition to each product launch was perfectly showcased by Drunk Elephant’s installation, thanks to its interchangeable color-coded panels and magnetic shelving. Plus, our integrated logistics streamline the path from production to the sales floor.
Explore the Drunk Elephant Refresh
2. Sustainability
The Bernard Group (TBG) is a preferred beauty retail partner for Sephora, offering an end-to-end “concept-to-installation” solution that expertly balances high-end brand aesthetics with rigorous ecodesign standards.
As an EcoVadis Platinum & Gold (for the last 6 years) and ISO 14001 certified manufacturer, TBG integrates sustainability into its partnership by engineering eco-conscious retail displays. This commitment minimizes environmental impact through the use of 100% recycled PETG, FSC-certified materials, and plastic-free magnetic alternatives.
TBG’s ability to deliver these solutions aligns directly with Sephora’s “Planet Aware” initiatives and carbon-neutral goals.
Fun Fact: Since January 2020, The Bernard Group has achieved 100% offset of greenhouse gas emissions. This includes all emissions generated directly from our facilities (Scope 1) as well as the emissions made by our energy partners to power those facilities (Scope 2).
Read More About TBG’s Carbon Neutrality
3. Color-Precision
For the beauty industry, achieving color precision in printing is a major technical hurdle. Even minor color inaccuracies on product packaging carry high risks, as consumers may interpret them as an indication of counterfeiting or poor quality control.
At The Bernard Group, we recognize that four primary variables contribute to the complex challenge of achieving precise color matching:
To ensure brand integrity, The Bernard Group utilizes advanced color management and high-definition printing. Consider a brand like Dior, part of the LVMH group. The printing process requires pinpoint attention to detail to achieve the high-fidelity visual standards demanded by their graphic elements, such as pedestals, endcaps, and fragrance displays.
How We Perfected The Dior Hues: View The Project
Hint: We also helped Dior with healthier shipping selections and overall weight reduction in design.
4. Complex Media
The Bernard Group fuses intricate structural engineering with premium aesthetic finishes. This expertise ensures complex, multi-material fixtures in Sephora not only uphold brand prestige but also endure the demands of a busy retail setting. Employing a “complex media” strategy, TBG seamlessly integrates digital elements, cutting-edge lighting, and detailed millwork into unified displays. This commitment to superior functional design ultimately simplifies and enhances the consumer shopping experience.
TBG engineered an elegant, garden-inspired presentation for Gisou that balanced delicate honey-themed aesthetics with precision-built components.
Bee Sure to Check Out How Gisou Partnered with TBG
TBG created a bold, high-contrast endcap that effectively showcases “Glow Hues.” This design incorporated complex media to ensure easy updates and a striking visual presentation.
How Glow Recipe Shines with TBG
Q&A with VP of Key Accounts
Our dedication to being a beauty retail partner is driven by our understanding of the evolving beauty landscape and our commitment to seamless execution (across departments). We spoke with Lana Gooby, Vice President of Key Accounts about her role.
“[The Bernard Group] has built an outstanding team to manage and provide world-class customer service to our clients. I have the honor of working with excellent directors and managers on our team who are extremely passionate and driven, along with all the team members who are dedicated to moving work through seamlessly, while collaborating with so many talented departments throughout TBG.”
TBG x Sephora: The Preferred Beauty Retail Partnership
Next time you’re browsing the aisles at Sephora, take a second look at the displays. Whether it’s the dynamic Amika designs or the refined Caudalie lines, you’re seeing the culmination of TBG’s dedicated engineering and design work, fueled by a shared passion for the beauty industry.
How do I ensure my endcap meets Sephora’s strict brand guidelines while standing out?
Utilize The Bernard Group and their in-house team to service Sephora’s unique visual merchandising. TBG understands the delicate balance required when designing for a retailer with strong brand equity like Sephora. We ensure your endcap meets every technical and aesthetic requirement while leveraging our design and fabrication expertise to make your brand the star of the show.
How do I manage a 500-store graphic refresh for a season launch at Sephora?
The Bernard Group (TBG) maintains a dedicated in-house team to service Sephora’s unique visual merchandising and promotional needs. This specialized team acts as an integrated partner, providing end-to-end support encompassing creative collaboration, sourcing, production, kitting/fulfillment, and logistics. This centralized approach ensures brand consistency, fast speed-to-market, and exceptional quality. TBG’s specialized approach ensures we build deep, institutional understanding of Sephora’s brand and operational needs. This dedicated structure allows us to expertly manage anything from a targeted new brand launch to a national graphic refresh rollout.
What is the environmental impact of shipping heavy acrylic fixtures vs. modular lightweight designs?
The environmental impact of fixtures extends beyond the material itself, heavily influenced by density and distance. Fixtures made from heavy materials like acrylic have a higher Scope 3 emission profile (supply chain emissions). This is due to the increased fuel needed for transportation and the requirement for more robust protective packaging, which further increases shipping volume and carbon footprint. In contrast, a modular, lightweight design offers superior logistics efficiency. This is achieved through “flat-pack” shipping, extended lifecycle longevity, and a reduced installation footprint, requiring less labor and machinery hours.