Stepping into your local Sephora is slightly similar to stepping into your local frozen yogurt joint. You’re introduced to an array of flavors and toppings, which you’re tempted to sample all at once. At least, that’s my experience when I walk into PinkBerry. But wouldn’t it be convenient if that exact sampling process mirrored the way we purchase beauty products? Thanks to the clever folks over at Sephora, it seems that’s exactly what’s about to happen; minus the FroYo.
Beauty boxes aren’t exactly a novelty in this day and age. What success from Birchbox and Julep, beauty boxes seem to be spouting up everywhere. While it was announced earlier this month that Sephora would be launching their own set of beauty boxes. It makes sense considering Sephora is the leading retail branch for beauty. And as if that news wasn’t enough to make beauty fanatics hyperventilate, Sephora also announced they would be launching a section to highlight certain innovating beauty brands.
The section will showcase around 50 niche beauty brands, including brands such as Viseart, Tatcha, Nest, Sunday Riley Skincare, Skin Inc, and much much more!