How come popular makeup items are only available certain times of the day and show "out of stock" for most of the day?

[RiniVe]

This has happened to me countless times. I find it ridiculous. Most recently with the Marc Jacobs Omega bronzer in the white packaging. As soon as it came out it showed "out of stock" I signed up for an email and never got one till this day. One day I was on the Sephora app at 5am and saw the option "add to cart" so I did and I bought it. 5 minutes later it was out of stock. Charlotte Tilbury has been showing every single item "out of stock" since it was released. Why is Sephora doing this?

[ZakiyaBT]

Hi @RiniVe,

Sometimes when the stock is replenished for an item, there may be a small number of products available and sometimes items sell out quickly. Also, if a brand or a specific brand has not been released yet, then you will see "Coming Soon Email When in Stock" until the release date. Charlotte Tilbury will be available for purchase online starting 09/13 and 09/14 in stores. I hope that this clarifies and please send me a PM if you have any further questions or concerns. 

Best,

Zakiya

[RiniVe]

Thanks for the clarification. As for the Charlotte Tilbury it doesn't show coming soon for me like it usually does with brands or products that aren't selling yet. Thanks for letting me know!