Lipstick on the Rim

The Mothership of Beauty: How Sephora Curates Its Shelves, Transformed the Industry, and the Hottest New Must-Have Products With VP of Merch Cindy Deily

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If you’ve ever wondered how Sephora decides what products make it onto their shelves—or why some go viral and others never show up—this episode is for you. We’re joined by Cindy Deily, Sephora’s Vice President of Merchandising for Skincare, who’s been with the company for nearly two decades and is the ultimate insider when it comes to spotting trends, launching brands, and shaping the beauty industry. She’s helped build the careers of brands like Drunk Elephant, Tatcha, and Summer Fridays, launched the iconic “Clean at Sephora” program, and has personally tested thousands of products. In this conversation, Cindy takes us behind the scenes of Sephora’s curation process, reveals the cult-favorite items they can’t keep in stock, shares which trends are about to blow up, and explains why Sephora is still the mothership of beauty. From dry shampoo to de-influencing, tween skincare to sustainability, this is your all-access pass to the most powerful retailer in beauty.


Mentioned in the Episode:

Oscar Blandi – Pronto Dry Shampoo Powder (Discontinued)

bareMinerals

Perricone MD

Too Faced Cosmetics

Benefit Cosmetics

Benefit Cosmetics Benetint Cheek & Lip Stain

Benefit Cosmetics High Beam Satin Pink Liquid Highlighter 

Healthy Child, Healthy World by Christopher Gavigan

The Honest Company

YSE Beauty

Drunk Elephant

Tatcha

Youth To The People

Summer Fridays

Summer Fridays Jet Lag Mask

Summer Fridays Lip Butter Balm

rhode (@ Sephora)

rhode

One/Size by Patrick Starrr

Touchland Power Mist Hydrating Hand Sanitizer

Sol de Janeiro Body Sprays

Laneige

Patrick Ta

Ultra Violette

Merit

Charlotte Tilbury

Josie Maran Body Butters


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Lipstick on the RimBy Sony Music Entertainment
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