Consumer Brands

Sephora Color Palette

Pure black-and-white striped retail — the most disciplined identity in beauty.

Sephora's brand is built on uncompromising black-and-white verticals — store walls, shopping bags, packaging, the iconic flame logo. Every product brand in the store wears its own color, so Sephora's role is to be the achromatic gallery wall. The flame mark, in pure black, has barely changed since 1969.