Jenny Cheah, Managing Director of Sephora for Southeast Asia, Oceania, and India, defines retail as the art of “delighting customers.” Having been part of the luxury retail industry for over 30 years, she brings a fresh perspective to Sephora, drawing on her experience from DFS (Duty Free Shoppers) and Bvlgari. Cheah’s career trajectory began unexpectedly at a DFS recruitment talk during her university days, a pivotal moment that shaped her path toward becoming a leader in luxury and beauty retail.
Now in her role at Sephora, Cheah focuses on positioning the brand as a trusted curator of the trendiest and most innovative beauty products worldwide. Under her leadership, Sephora seeks to combine the joy of discovering cult beauty products with expert guidance, offering a seamless customer journey.
A Career Driven by Passion for Retail and Beauty
Jenny Cheah’s career began at DFS, where she initially feared she had botched her interview due to losing her voice. Despite this, she was hired and went on to build a career that spanned merchandising, retail operations, and market development. Her time at Bvlgari, where she led the brand’s expansion in South Asia and Greater China, exposed her to the intricate dynamics of luxury retail, which she now applies to the beauty industry.
Cheah’s transition to Sephora in 2023 brought her full circle, blending her love for fashion, luxury, and beauty. Her enthusiasm for Sephora’s “fun and lively” culture is evident as she immerses herself in testing new products and learning about emerging beauty trends. She sees Sephora as a “curator” for customers, a go-to destination for discovering the latest beauty innovations.
Curating Trends and Enhancing the Customer Experience
Cheah believes that Sephora’s strength lies in its ability to meet evolving customer expectations. With greater awareness around wellness and beauty, today’s consumers are well-informed and have specific demands. Cheah emphasizes Sephora’s role in helping customers navigate the vast beauty landscape, offering them the freedom to explore new products in-store while still having access to expert advice.
To enhance the customer journey, Sephora has introduced features like the “Hot on Social” section at its flagship store in Ion Orchard, showcasing trending beauty products. Sephora’s extensive range, from iconic brands like Armani Prive and Kylie Cosmetics to AI-powered tools like foundation matching, is designed to excite and engage shoppers.
A Customer-Centric Approach to Retail
For Cheah, the key to success in any retail sector—whether luxury or beauty—is focusing on the customer experience. Drawing on her experience at Bvlgari, she emphasizes the importance of building loyalty and engaging customers through personalized experiences. Cheah’s team continually monitors customer feedback on social platforms and uses focus groups to determine which new brands and products to introduce.
With her daughters as her biggest “intel” in the world of beauty trends, Cheah stays connected to the preferences of younger consumers, ensuring Sephora remains relevant in a fast-paced industry. She encourages her merchandising team to experiment with new ideas, fostering an environment of creativity and innovation.
Personal and Professional Balance
Despite the demands of her role, Cheah remains grounded through her yoga practice, which provides her with a sense of calm before starting her day. Last year, she even became a certified yoga instructor, a testament to her commitment to both personal well-being and professional growth.
As Cheah continues to lead Sephora’s expansion and transformation in Southeast Asia, her vision is clear: to create an exciting, engaging, and delightful experience for every Sephora customer. Through her passion and expertise, she is driving Sephora to new heights in the beauty retail industry.