Sephora, the official partner of the Paris 2024 Olympic and Paralympic Torch Relays, has set up pop-up stores in some of the torch relay cities, organised in-store events and even provided beauty treatments for the medallists.

The Olympic flame began its journey across France in Marseille on May 8, and will pass through 52 towns and cities in mainland France and overseas before arriving in Paris on July 26. Sephora, the LVMH group’s selective perfume brand and premium partner of the Paris 2024 Olympic and Paralympic Games, will be marking the route with a number of highlights.

In 46 French towns and cities along the route of the Paris 2024 Olympic Flame, 50 Sephora shops will be offering customers a range of activities and the chance to take part in a game to win prizes. The brand will also be setting up pop-up stores in Bordeaux on May 23, Nice on June 18, Lille on July 2 and Paris on July 14 to “celebrate the link between beauty and sport,” says Sephora.

Lastly, Sephora make-up artists will be giving beauty makeovers to the Olympic medallists who will be parading on the podium at the Trocadéro each evening. It should also be noted that 50 Sephora employees, including Guillaume Motte, CEO of Sephora worldwide, will be among the Olympic torchbearers.

“Sephora’s commitment as Official Partner of the Paris 2024 Olympic and Paralympic Torch Relays is a source of immense pride for our 52,000 employees worldwide. Personally, I am very honoured to be one of the torchbearers, along with more than 50 of our employees,” said Guillaume Motte in a press release.

Present in 34 countries via 3,000 shops, Sephora, which according to sector specialists will achieve sales of 12 billion euros by 2022, is aiming for 20 billion, without giving a deadline. In France, Sephora has 302 shops.