Sephora

veronika23 · ‎12-09-2020

~ Updated Dec 23rd 2020 ~

A place to talk about beauty news... anything that doesn't have a specific thread. For upcoming releases, product updates and brand threads see the links below.

Thanks to everyone who contributes to this thread!

UPCOMING RELEASES

2021 RELEASES THREAD

https://community.sephora.com/t5/Beauty-Confidential/2021-PRODUCT-RELEASES-THREAD/m-p/5692691

FALL-WINTER & HOLIDAY RELEASES

https://community.sephora.com/t5/Beauty-Confidential/FALL-WINTER-amp-HOLIDAY-2020-RELEASES/m-p/55432...

FOUND IN THE WILD THREAD

(links to new products for purchase at Sephora)

https://community.sephora.com/t5/Trending-Now/FOUND-IN-THE-WILD-THREAD/m-p/5157361

CANADIAN PRODUCT THREAD

(links to new products for purchase at Sephora)

https://community.sephora.com/t5/Oh-Canada/What-s-New-On-The-Site-Today-Canada/td-p/2164948

BRAND THREADS

Spoiler

ABHhttps://community.sephora.com/t5/Brand-Loyal/The-Anastasia-Beverly-Hills-Thread/td-p/2516061BECCAhttps://community.sephora.com/t5/Brand-Loyal/%EF%B8%8FBecca-thread/m-p/2431704BENEFIThttps://community.sephora.com/t5/Brand-Loyal/The-Benefit-thread/m-p/2933351BESAMEhttps://community.sephora.com/t5/Brand-Loyal/The-Besame-Cosmetics-Thread/m-p/3316483BIOTHERMhttps://community.sephora.com/t5/Brand-Loyal/The-Biotherm-Thread/m-p/2439346BITEhttps://community.sephora.com/t5/Brand-Loyal/Upcoming-BITE-Beauty-Releases/m-p/2025165BOBBI BROWNhttps://community.sephora.com/t5/Brand-Loyal/Bobbi-Brown-Thread/td-p/2562428BURBERRYhttps://community.sephora.com/t5/Brand-Loyal/Burberry-Beauty-Updates/td-p/1983178CHANELhttps://community.sephora.com/t5/Brand-Loyal/Chanel-Updates/m-p/1940873CHARLOTTE TILBURYhttps://community.sephora.com/t5/Brand-Loyal/Let-s-talk-about-Charlotte-Tilbury/td-p/2005225CIATE LONDONhttps://community.sephora.com/t5/Makeup-Is-Life/All-about-Ciate-London/td-p/2464559COLOURPOPhttps://community.sephora.com/t5/Brand-Loyal/Any-ColourPop-Fans-Here/td-p/2156337COVER FXhttps://community.sephora.com/t5/Brand-Loyal/Cover-Fx-Love/m-p/2675382DECIEMhttps://community.sephora.com/t5/Brand-Loyal/THE-DECIEM-THREAD/m-p/2729996DIORhttps://community.sephora.com/t5/Brand-Loyal/All-Things-Dior/m-p/2545923DIPTYQUEhttps://community.sephora.com/t5/Brand-Loyal/Discussion-for-the-Diptyque-Crowd-please-join/td-p/2341...ESTEE LAUDERhttps://community.sephora.com/t5/Brand-Loyal/Estee-Lauder-Thread-New-Releases/td-p/2552834FARMACYhttps://community.sephora.com/t5/Brand-Loyal/New-brand-Farmacy-feedback-and-discussion/td-p/2153377FENTY BEAUTYhttps://community.sephora.com/t5/Brand-Loyal/THE-FENTY-BEAUTY-THREAD/m-p/2877198GIORGIO ARMANIhttp://community.sephora.com/t5/Makeup/Do-we-seriously-not-have-a-thread-dedicated-to-all-things/m-p...GIVENCHYhttp://community.sephora.com/t5/Beauty-Confessions/The-GIVENCHY-Thread/td-p/2565876GUERLAINhttp://community.sephora.com/t5/Beauty-Insider/For-the-love-of-all-things-Guerlain/td-p/2180749HOURGLASShttp://community.sephora.com/t5/Products/HOURGLASS-THREAD/m-p/2419091HUDA BEAUTYhttp://community.sephora.com/t5/Makeup/The-HUDA-BEAUTY-Thread/td-p/2729529INDIE BRANDShttp://community.sephora.com/t5/Makeup/Indie-brands-and-other-not-so-talked-about-makeup-brands/td-p...IT COSMETICShttp://community.sephora.com/t5/Makeup/IT-Cosmetics-Thread/td-p/2468298JO MALONEhttps://community.sephora.com/t5/Brand-Loyal/Jo-Malone-Thread-Share-the-News-and-Love/m-p/2609140KAT VON Dhttp://community.sephora.com/t5/Makeup/THE-KVD-THREAD/m-p/2544212KEVYN AUCOINhttp://community.sephora.com/t5/Makeup/Kevyn-Aucoin-Thread/td-p/2437161KIKOhttp://community.sephora.com/t5/Makeup/Let-s-Talk-About-Kiko/td-p/2341265LANCOMEhttps://community.sephora.com/t5/Brand-Loyal/The-Lancome-Thread/m-p/2861748LAURA MERCIERhttp://community.sephora.com/t5/Makeup/Laura-Mercier-Thread/td-p/2562421LIPSTICK QUEENhttps://community.sephora.com/t5/Brand-Loyal/Lipstick-Queen-Thread/m-p/2737940LUSHhttps://community.sephora.com/t5/Brand-Loyal/THE-LUSH-THREAD/m-p/3131963MAChttp://community.sephora.com/t5/Makeup/MAC-Love-and-Releases-Thread/td-p/2109065MAKE UP FOR EVERhttp://community.sephora.com/t5/Makeup/The-MUFE-Make-Up-For-Ever-Thread/td-p/2406781MARC JACOBShttp://community.sephora.com/t5/Makeup/Marc-Jacobs-Beauty-News-amp-Discussion/m-p/2301944MILK MAKEUPhttps://community.sephora.com/t5/Brand-Loyal/Milk-Makeup-Thread/m-p/2848850MISCELLANEOUS JAPANESE BEAUTY BRANDShttps://community.sephora.com/t5/Makeup-Is-Life/MISCELLANEOUS-JAPANESE-BEAUTY-BRANDS-THREAD-NEWS-amp...#M35047NARShttp://community.sephora.com/t5/Makeup/Let-s-Talk-About-NARS/td-p/2099708NATASHA DENONAhttp://community.sephora.com/t5/Makeup/Natasha-Denona/td-p/2090656NUDEhttp://community.sephora.com/t5/Skincare-Stories/NUDE-Skincare-Thread/td-p/2507094NUDESTIXhttps://community.sephora.com/t5/Brand-Loyal/Let-s-Get-Nudestix/m-p/3061231PAT McGRATHhttp://community.sephora.com/t5/Makeup/PAT-McGRATH-LABS/td-p/2418816RITUEL DE FILLEhttp://community.sephora.com/t5/Makeup/Does-anyone-have-experience-with-Rituel-de-Fille/td-p/2059082SEPHORA COLLECTIONhttp://community.sephora.com/t5/Makeup/Sephora-collection-New-Releases-and-Discussion-thread/td-p/27...SHISEIDOhttps://community.sephora.com/t5/Makeup-Is-Life/THE-SHISEIDO-THREAD-NEWS-amp-DISCUSSION/m-p/4105635#...SMASHBOXhttps://community.sephora.com/t5/Brand-Loyal/Smashbox-Discussion-Thread/m-p/2913519#M52686STILAhttps://community.sephora.com/t5/Brand-Loyal/Stila-Cosmetics-New-Releases-2017/m-p/2709226STORYBOOK COSMETICShttp://community.sephora.com/t5/Makeup/Storybook-Cosmetics-Thread/td-p/2717768SUQQUhttps://community.sephora.com/t5/Makeup-Is-Life/THE-SUQQU-THREAD-NEWS-amp-DISCUSSION/m-p/4105770SURRATThttp://community.sephora.com/t5/Makeup/Let-s-talk-about-Surratt/td-p/2455924TARTEhttp://community.sephora.com/t5/Makeup/THE-TARTE-THREAD/td-p/2419298TATCHAhttps://community.sephora.com/t5/Brand-Loyal/The-Tatcha-Beauty-Thread/m-p/3388968TOM FORDhttp://community.sephora.com/t5/Makeup/Tom-Ford-Updates/td-p/1903440TOO FACEDhttp://community.sephora.com/t5/Makeup/Too-Faced-New-Releases-2016/td-p/2500873URBAN DECAYhttp://community.sephora.com/t5/Makeup/Urban-Decay-Thread/td-p/2147187VISEARThttp://community.sephora.com/t5/Makeup/THE-VISEART-THREAD/m-p/2396215YSLhttp://community.sephora.com/t5/Makeup/YSL-Love-Updates/td-p/2430645

Old Beauty News Thread

Spoiler

https://community.sephora.com/t5/Trending-Now/BEAUTY-NEWS/m-p/2471889

danielledanielle · ‎07-18-2025

@makeitup305 ,

Being an online only would've likely worsened it. From my understanding, "the next big thing" shelf space is too competitive and usually BIPOC brands pop up there. Because this current cycle of makeup focuses on what I'll call in my perspective, "clean girl aesthetic+ it brands" it can't fit because the "it" brands just produce variations of the viral product over and over and over. If you've ever detected subtext in my post that "current makeup is boring" well, 👏🏽👏🏽. Anything outside of that gets deregulated and often BIPOC have to work thrice as hard because equality is a game. On its own, it is a marketing technique. I hoped better for the graduates of Sephora's Accelerate program, but you barely hear about it. You have to go looking for updates vs Sephoria 2022 where it was highlighted (again, probably mostly marketing since we were all at home).

Equity is rarely a part of the conversation and equality+ equity is what inclusivity is really about. If you can't secure capital, you can't expand. Why couldn't she secure capital? Hmmm. 🤔. Mmmhmm.

The lip treatment oil I think was the first thing to go really viral, so that's where you saw so many variations, so if it was never available to try in store, I imagine returns would have been more so because it went viral and you see how the general consumer behaves. Viral products get returned A LOT from what I hear.

I think the reason why a lot of this is also upsetting this because is not a new thing. I think a lot of people (🙋🏽‍♀️) were thinking Ami Colé would be here for longer. At least Diarrha didn't get priced out of her company. That's usually how this goes.

makeitup305 · ‎07-18-2025

@danielledanielle I was thinking online only as an independent brand, without the overhead that being on Sephora most likely includes. But you're probably right. Being able to swatch products is a big part of buying makeup and avoiding returns. I had completely forgotten about the Sephora accelerated program until you mentioned it. I remember thinking it was just a way to pacify customers at the time and not a true attempt at inclusivity (as is usually the case). I wonder if Basma is going through something similar. EADEM seems to be holding strong for now. They're lip balms are usually sold out but they don't seem to have another core product as far as I've noticed.

itsfi · ‎07-13-2025

Interesting ...

Ulta acquires Space NK

greeneyedgirl107 · ‎07-18-2025

@itsfi interested in this...can't wait to read it went I'm not at work.

danielledanielle · ‎07-12-2025

Sorry if I missed this elsewhere, but JVN and Inkey List are coming to Ulta

Also, see these browsing and immediately thought of you @caitbird

Titian06 · ‎07-13-2025

Those items definitely have @caitbird written all over them, @danielledanielle ! 😁

itsfi · ‎07-08-2025

Women's Wear Daily announces Beauty of Joseon to launch at Sephora on July 17

online access on July 15

Reprinted at mymorningstar(dot)com

PDXXXX · ‎06-05-2025

Huda Beauty returns to being one of the few full founder-led and independent companies after ending an 8-year partnership with private equity firm TSG Consumer Partners (as reported by BAZAAR Arabia). Go Huda go!

itsfi · ‎05-28-2025

Article from NBC News online.

PDXXXX · ‎05-28-2025

I had heard rumors that the line was being sold. I'm curious if the product quality will remain consistent, though I'm not very familiar with the Rhode lineup. Do you think this will shake up the Sephora launch @itsfi ?

itsfi · ‎05-29-2025

Yes @PDXXXX, Rhode engaged JP Morgan Chase earlier this year to assist in sale opportunities. Some of those opportunites take some time to come to fruition and some, as in the case of Rhode, almost instantaneously. Product quality after the sale is definitely something that is a common concern. I certainly hope product quality remains unchanged or for the better, to the extent that is needed or possible. Time will tell with that, but then again, with the way things are, product quality can always be a moving target for most brands, with sourcing materials, etc. I have a handful of products I really enjoy from the skincare line so I sure do hope that things stay the same there.

That's a great question about the Sephora launch. There hasn't been a specific date that has been announced for its launch, just fall 2025. I don't know whether the news of Rhode and e.l.f. moving towards a sale will or how it will impact the announcement of that date - no idea whether there has been a more specific date / date range agreed to but not made available to release to the general public. Rhode in Sephora stores increases its brand exposure and I suspect that for Sephora that likely means more traffic coming into the stores to test, buy, sample Rhode products and possibly other brands, too. The e.l.f. - Rhode sale may provide Rhode some help when it comes to distribution - less so with recent releases, but there has been some dissatisfaction previously with delays in restocking newly launched products - and that could be beneficial from Sephora's perspective.

PDXXXX · ‎05-29-2025

@itsfi yes, the planned Sephora launch has me very curious. I would assume at this juncture, the parties are under contract. Until this time, no E.L.F. brand has been sold in Sephora with the exception of Mexico. Their brand itself is described as "affordable." Their product distribution is mostly limited to budget-friendly distributors like Target and Ulta. They seem to want to enter the prestige market but I imagine that unless the sale of Rhode to E.L.F. was disclosed at time of contract, they have any number of outs for breach of contract. I have to imagine that, given the contingencies, Sephora was brought into the loop on the potential sale. In a way though, I wonder if the public's perception of E.L.F. as a budget and dupe line could color their willingness to pay what Sephora had hoped for. And of course young buyers looking at Honest Beauty v. Rhode, lmao. Fun query.

itsfi · ‎05-29-2025

I had no idea e.l.f. was in Sephora Mexico, @PDXXXX; interesting. As for Rhode and Sephora, unless there's an announcement made otherwise, my plan is to see which, if any, of my local stores will have it in stock and then pick which store I will bravely make a trek to on the in-store launch day if I'm able to make it.

Samtian · ‎05-28-2025

@itsfi Do you have any thoughts on this?

itsfi · ‎05-29-2025

Several @Samtian. 😂

First of all, congratulations to both e.l.f. and Rhode. 🎉 And kudos to Hailey Bieber and her team - just based on what's been made public regarding the nature of the deal, this is a big deal. Not simply in terms of the financials, but timing, particularly when this is and will take place with respect to the growth cycle of Rhode as a company and its product line, but also how this will impact both the brand after the deal is done, and the market for other beauty brands. I imagine a lot of factors were (and are) at play but many cheers to Hailey Bieber and her team for getting here when and how they did so.

I'm intrigued by the news as a consumer and fan of Rhode products as well as just having a general interest in the business aspect of it. When I saw the byline, my first thought was "woah, that's fast." And, quickly after skimming through to find details, I did wonder what product development and production will look like after Q2 2026. I'm not planning on stock piling products anytime soon (in large part because I already have a rather ... robust inventory of my most loved Rhode beauties and we have fall/holiday and spring sales events for mid-2026 😉😆), but I am very interested to see what, if any, changes are made to them and their output. As well as to the nature and cadence of product launches leading up to and after the sale is completed next year. That'll all play out in due time. It's been a busy few weeks of big business news for the Rhode team. Congrats to them again! They deserve a little downtime to celebrate and recharge ... maybe with a Hailey Bieber smoothie from Erewhon. 😉

itsfi · ‎05-20-2025

First shared on BIC by @danielledanielle.

It's not a rumor anymore. Confirmed - on the Rhode to Sephora …

ETA: Fall 2025

itsfi · ‎05-14-2025

Touchland to be acquired by Church & Dwight (parent company to household consumer good brand, Arm & Hammer, among other brands). Sale is set to close Q2 2025, subject to customary closing conditions. The below press release was issued by Church & Dwight Co., Inc. on May 12, 2025 and is available on the company's website.

Photo credit: WWD (from Touchland)

itsfi · ‎04-09-2025

Sephora expanding its footprint into professional women's athletics

Article (and images*) from Forbes online

* Photo Credit: Please note reference to "Courtesy of Sephora" is from the Forbes article and the "courtesy of" is made from Sephora to Forbes

fatimamummy · ‎04-12-2025

Thank you for the tag @itsfi , This is very interesting, smart and timely sponsorship.

While watching Running Point on Netflix, I actually thought for a moment that Sephora should be sponsoring an actual Women's sports team 😄 Having a Gen Z & a Gen Alpha daughter, I can attest this marketing initiative is a very smart choice.

Remember how gorgeous Simone Biles looked throughout the olympics. My daughter actually pointed out how perfect her makeup was and how it didn't budge or smudge. I jokingly said she must have it set with UD All nighter Setting spray and my girl wanted that spray right. Now a bottle permanently lives in her backpack. My point is this is not only a great step to empower and support women in sports but also clever marketing.

itsfi · ‎04-12-2025

Well said @fatimamummy. I agree with how you characterized this business venture and your story about Simone Biles is so well taken. 💖 It really brings it home.

alexasteph · ‎04-09-2025

@itsfi I saw Sephora was one of the on court sponsors of the 3-on-3 basketball league as well, and I think Cameron Brink is a UD ambassador.

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