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
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)
Benefit Cosmetics Benetint Cheek & Lip Stain
Benefit Cosmetics High Beam Satin Pink Liquid Highlighter
Healthy Child, Healthy World by Christopher Gavigan
Summer Fridays Lip Butter Balm
Touchland Power Mist Hydrating Hand Sanitizer
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