From the Editor's Desk

How Do You Get Into Sephora? 3 Tips for Startups, According to Artemis Patrick

Sephora struggled to ink partnerships with established beauty brands when it expanded to the U.S. in 1998, Artemis Patrick, the brand’s North America CEO, recently told Fast Company. So, to survive, she said, Sephora began incubating “baby brands” like Urban Decay and Benefit Cosmetics—which would, of course, go on to become household names.

This strategy made Sephora the world’s largest beauty retailer; it now has 3,000 stores globally and is projected to make over $2 billion in sales this year through its partnership with Kohl’s alone. And though Sephora is no longer snubbed by big makeup and hair brands, it still seeks out and signs exclusive partnership deals with promising startups. Milk Makeup, Glow Recipe, and Supergoop! are more recent success stories.


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