In mid-March, Sephora was among the first of the major nonessential retail establishments to voluntarily limit and subsequently shut down its store operations in response to the coronavirus pandemic. Initially, in-store events like makeup-artist services and classes were suspended to support social-distancing recommendations and prevent the kind of contact that could lead to virus transmission; a week later, the company announced the temporary closure of all of its brick-and-mortar stores. But now that many states have begun phases of reopening, Sephora has announced its plans for carefully letting customers back in.

On Tuesday, May 19, Sephora announced that, starting May 22, it will be reopening 70 locations across 30 states, specifically in communities the retailer has deemed safest. “The retailer has spent the last nine weeks developing its rigorous new safety and client service…

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