Katy Mills announced the addition of several stores.

Reward programs, including birthday freebies and discounts, have long been a way for brands to build loyalty and incentivize spending.

Give the gift of beauty! Sephora’s Beauty Director, David Razzano is on hand to show you the must-have beauty gifts for all the beauty lovers on your list that make giving the gift of beauty easier than ever.

Long, thick lashes are in and a lot of mascaras promise to add the appearance of more length and volume. Step into a Sephora or an Ulta, and you can easily drop $30 on mascara. Yikes! Two low-cost mascaras are getting rave reviews online.

The plan follows the results of a study that ended in late 2020 commissioned by Sephora that took an in-depth look at racial bias in the U.S. retail shopping experience. The company revealed its plan as it released findings of a study it commissioned that took an in-depth look at racial bias in the U.S. retail shopping experience. It found that two in five U.S. retail shoppers have personally experienced unfair treatment on the basis of their race or skin tone. The issue of racial bias has taken on more importance for companies in the wake of nationwide protests over police brutality last summer after the death of George Floyd in Minneapolis. As part of the plan, Sephora, a division of LVMH Moët Hennessy Louis Vuitton SE, plans to double the assortment of Black-owned brands to 16 by the end of the year.

NEW YORK – Sephora will be replacing all cosmetics areas at Kohl's with 2,500 square foot shops, starting with 200 locations in the fall of year. Earlier this month, Target said it would be opening Ulta Beauty shops in more than 100 stores next year. J.C. Penney said its developing its own cosmetics area to replace Sephora when that agreement ends. Rougeot said Sephora was attracted to Kohl's because of its network of 1,100 stores, mostly outside of malls. The Sephora shops, which will feature about 100 brands, will be at the front of Kohl's stores.

The beauty retailer is offering up to 50% off on select products across categories, including makeup, skincare, hair, tools, fragrance and body through July 6. Big beauty brands such as Tarte, Briogeo, Huda Beauty, Ole Henriksen and more are on sale. Fenty Beauty, Net-a-Porter and Amazon are rolling out discounts you don't want to miss. The Match Stix Trio from Fenty Beauty is ready to conceal, contour and highlight. RELATED CONTENT:The Best July 4th Sales to Shop Right NowFourth of July Fashion Sales You Dont Want to MissRihanna's Fenty Beauty Sale: 30% Off Killawatt + Foil Freestyle