If you’ve ever run out of your favorite cleanser and gone to Sephora to restock it, you know how difficult it can be. Coffee in hand, you realize there’s a parking lot in front of you, and when you open the door you’re hit by loud music, competing scents, and bright lights, making a simple errand suddenly seem like a lot. To combat that sensory overload, Sephora Quiet Hour is here.

So what happens during Sephora’s quiet hours? Background music is lowered in volume or switched to soft ambient tracks, lights are dimmed, moving digital screens are adjusted or switched off, and strong fragrance sprays and sample tests are paused. Some locations also offer “Do Not Disturb” tags for shoppers to attach to their shopping bags if they want to browse undisturbed.

There is no one-size-fits-all corporate schedule for quiet time. Instead, it’s best to contact the store you’re going to to see if it’s participating, as each store has its own local time each week, often focusing on quiet weekday mornings or specific evening blocks.

Sephora developed this initiative with feedback from its neurodivergent community, which helped identify parts of the in-store experience that can be overstimulating, from music and lighting to scent and frequent interactions. The brand also collaborated with global research organization Open Inclusion, inclusion-focused consulting firm Purposeful Futures, and Sephora’s own internal employee resource group. That said, Sephora Quiet Hour welcomes anyone looking for a break from the usual pace of beauty retail.

And this strategy is already proving its worth. Before rolling out globally, Sephora conducted a pilot in 32 stores across eight markets and received overwhelmingly positive feedback. The majority of neurodivergent shoppers reported that quiet blocks significantly improved their in-store experience, and 90% of all customers agreed that Sephora felt like a more inclusive and inviting place. By lowering the volume, retailers are making room for everyone.