A data-sharing agreement was reached between NielsenIQ and Sephora with the aim of providing better insights into the North American beauty marketplace.

Under the agreement, referred to as a strategic collaboration, NIQ gains insight into the beauty products and personal care retailer’s expansive point-of-sale coverage of its omnichannel business, enabling it to gather more intelligence in the beauty space.

As for Sephora, which will be recognized as a Recommended Insights Partner, it will now be able to utilize NIQ’s data, providing it with additional insights that should aid in decision-making across its organization.

Additionally, the collaboration enables Sephora to leverage NIQ’s expanded Omnishopper and Digital Purchases solution capabilities, which provide detailed insights into in-store and online shopping trends and preferences across NIQ’s comprehensive coverage of mass, drug, specialty, e-commerce, and social channels.

“At Sephora, our beauty community is the heart of our business, and we are constantly seeking out forward-thinking partners to help us better serve our clients throughout their shopping journey with us,” said Ryan Oto, vice president, business intelligence and analytics at Sephora, in a statement. “This partnership with NIQ is a strategic leap forward in how we listen to our beauty consumers, elevate insights across every touchpoint, and deliver on the future of beauty retail.”

“NielsenIQ is deeply committed to beauty—and we’re especially proud to expand our coverage in prestige through this partnership with Sephora,” added Elizabeth Buchanan, president of North America at NIQ. “Beauty is one of the most dynamic and culturally relevant categories in retail today. By combining Sephora’s leadership in the space with our unmatched measurement capabilities, we’re bringing new precision and visibility to the brands shaping the future of beauty.”