Decoding Sephora with Beauty Advisory, View From 32

Recorded on 08/01/25

How to Succeed in Sephora & Drive Longevity. We host Cassie Cowman, Co-Founder of View from 32, who explains why Sephora launches demand 9-18 months of planning, aligned KPIs, and flawless execution. We discuss Rare Beauty’s blush and Rhode’s lip as lessons in category ownership and highlight haircare’s styling wave. We also unpack how biotech + AI are key drivers amid rising market volatility and Ulta vs. Sephora dynamics.

What's Next in Beauty and Wellness and What Will Work For the Long Term. In this episode, Cassie explains that longevity in beauty comes from owning categories and building replenishable hero SKUs, not chasing viral spikes, and highlights how Rare Beauty’s dominance in blush and Rhode’s lip play serve as case studies in the trade-offs between loyalty and virality. The discussion unpacks haircare’s next wave in styling, biotech and AI-driven skincare innovation, and the rise of “expert-led” brands driving category engagement. Cassie also contrasts Sephora’s disciplined brand-building with Ulta’s broader assortment, arguing that Ulta must sharpen curation, education, and services to compete in a market where consumer demand is more volatile than ever.

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