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
Jun 17, 2025
Cindy Deily, Vice President of Merchandising for Skincare at Sephora, shares her nearly two decades of expertise in the beauty industry. She reveals the secrets behind Sephora's product curation, highlighting viral items and emerging trends. Cindy discusses the industry's shift towards sustainability and inclusivity, emphasizing the role of social media in shaping consumer preferences. From the rise of indie brands to innovative skincare solutions tailored for hormonal health, this conversation offers a fascinating glimpse into the evolution of beauty.
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Dry Shampoo's Big Break
- Cindy Deily credits dry shampoo as her first big merchandising win at Sephora in 2006.
- A demo by stylist Oscar Blondie convinced her of dry shampoo's power to transform hair care routines.
Natural To Clean Beauty Evolution
- Early consumer surveys showed high interest in natural and organic products despite small category size.
- This awareness sparked the growth of natural skincare which evolved into today's clean beauty movement.
What Sephora Looks For
- Sephora seeks exceptional product quality first; packaging and branding are secondary.
- They value brand founders driven by a genuine mission and align on long-term partnership values.
