Latest news with #Sephora
Miami Herald
a day ago
- Business
- Miami Herald
Sephora makes bold move to reverse concerning customer behavior
LVMH (LVMHF) , which owns beauty retail giant Sephora, recently suffered from an unexpected shift in customer behavior. In LVMH's first-quarter earnings report for 2025, it revealed that its U.S. sales "saw a slight decline" during the quarter, while the company's overall sales in perfumes and cosmetics remained flat. Don't miss the move: Subscribe to TheStreet's free daily newsletter During an earnings call in April, LVMH Chief Financial Officer Cécile Cabanis said that Sephora was one of the main reasons for the decrease in U.S. sales. Related: Ulta Beauty makes drastic decision on Target partnership "Sephora, on the other hand, faced very challenging comps after growing double-digit last year, and this explained the sequential deceleration of the U.S. market at group level," said Cabanis. She said that Amazon (AMZN) has been "very aggressive" about lowering prices, which contributed to Sephora's lower-than-expected U.S. sales. "In the U.S., we have a bit less momentum when it comes to e-commerce, especially because Amazon is being very aggressive, and being aggressive is mostly regarding price, and we try to avoid this technique," said Cabanis. She also warned that Sephora is suffering from an overall "softer demand in beauty," which may be partially due to consumers being concerned about tariffs and the U.S. economy. As Amazon prepares its big Prime Day sales event, Sephora has just made a huge effort to push more customers into its stores and away from online shopping. Sephora recently announced in a new press release that it has partnered with Lyft to offer customers $20 off rides to select Sephora stores in New York City, Seattle, Los Angeles, San Francisco, and Chicago. Related: Kohl's makes major store changes to win back customers Select Lyft vehicles involved in the partnership will even be "custom wrapped with Sephora branding." In addition, Sephora is offering customers who visit stores $10 off any order over $50 at checkout, a free personalized "skin scan," and exclusive product sampling. These promotions will last between July 7 and July 10. "We know that people today highly value in-person experiences when they're shopping for prestige beauty," said Sephora U.S. Chief Marketing Officer Zena Arnold in the press release. "They're looking for human connection and an expert-guided shopping journey, unique to their needs and goals." The move from Sephora comes ahead of Amazon Prime Day, which will offer significant discounts on a wide range of products between July 8th and July 11th. It is no surprise that Sephora is stepping up its game to win over customers during Amazon's big sales event, since the online retailer is offering bold deals on beauty products. More Retail: Costco quietly plans to offer a convenient service for customersT-Mobile pulls the plug on generous offer, angering customersAT&T makes generous offer to older customers For example, Amazon is offering Prime members savings of up to 35% on fan-favorite Korean beauty products, up to 30% on select luxury fragrances, and up to 40% on select cosmetics such as "Tarte, Urban Decay, and IT Cosmetics," according to a recent press release. Sephora isn't the only beauty retailer that recently noticed a pullback in consumer spending as Amazon continues to target more beauty consumers. During an earnings call in May, Ulta (ULTA) CEO Kecia Steelman said that hair care sales remained flat during the first quarter of 2025, while makeup sales "decreased slightly." "Consumer engagement with beauty remains healthy, and our insights indicate beauty and wellness remain a top priority for beauty enthusiasts who tell us that they're more willing to make tradeoffs in other discretionary areas to maintain their beauty regimens," said Steelman during the call. "At the same time, they are cautious, and value is an increasingly important priority as they navigate ongoing wallet pressures." Related: Temu suffers major loss as consumers change their tune The Arena Media Brands, LLC THESTREET is a registered trademark of TheStreet, Inc.
Daily Mirror
a day ago
- Entertainment
- Daily Mirror
Olivia Attwood uses this TikTok viral setting spray to lock in her TV make-up
Olivia Attwood just gave fans a peek into the make-up she uses ahead of filming her TV show, and amongst the beauty products was one affordable setting spray that went viral on TikTok If you're wondering how a TV personality keeps their make-up locked in through long sessions in front of the camera, look no further. Olivia Attwood has just given her Instagram followers a look into the beauty products she uses when filming for her TV show, including a viral setting spray that comes with an affordable price tag. Appearing among other popular brands, keen-eyed fans might have spotted the new and viral sensation that is Huda Beauty's Easy Bake Setting Spray. It starts at £15 at Sephora and is also available to buy from Boots, Cult Beauty, and Beauty Bay. Hidden among the iconic One/Size 'Til Dawn setting spray and the TikTok viral Kryolan fixing spray is this new gem from the cult-favourite brand Huda Beauty. Touted as a long-lasting setting spray that blurs pores, controls shine, and locks makeup for 16 hours, this gem from Huda Beauty is the perfect finishing touch for your beauty look. Armed with an array of skincare ingredients, this setting spray's formula harnesses the hydrating properties of five types of hyaluronic acid to improve barrier function, ensuring your makeup stays exactly where you want it. It also works in combination with mineral clay, which absorbs excess oil, and rice starch to reduce irritation, letting you wave goodbye to make-up slipping in problem areas. Designed to veil the complexion in a fine, light-as-air liquid without causing smudges or running, this setting spray promises to melt the skin, refine the complexion's texture and act as a skin shield, keeping your make-up fresh from dawn to dusk, whether you're off to work, running errands, on a night out or filming a hit reality show. With prices starting from £15 for 30ml, you can pick up a 100ml bottle for £28 from Sephora, Cult Beauty, Boots or Beauty Bay. And it's not just Olivia who loves this setting spray, as plenty of rave reviews pour in. One 5-star rater gushes: "One of my favorite setting sprays. Blurs my pores and fine lines quite well without leaving my skin feeling dry." Another buyer beams: " Genuinely transfer proof. My makeup as survived the Mexico humidity like no other." Further songs of praise comes from this shopper who says: " Keeps the makeup locked in place all day long they really weren't joking about the 16 hr long wear." And the accolades keep coming from this customer who shares: " This setting spray is incredible. It locks all of off layers into place and blends my products beautifully. I wore this in a hot 95F day and was in a pool being splashed and my makeup didn't run. I fully believe in its power." A fifth does share one minor grievance, writing: " This is the best setting spray on the market no doubt. I loveeee all huda's products so bad i mean yes it does spit out spray and the ball occasionally gets stuck but that's a price i'm willing to pay when a product works this good."
Forbes
a day ago
- Business
- Forbes
Sephora Takes On Prime Day Shopping With Lyft Partnership
Sephora has partnered with ride-sharing service Lyft to bring shoppers into select stores and shop ... More with its highly trained and knowledgeable beauty advisors. Sephora U.S. announced its first-ever Delivered to Beauty activation, in partnership with Lyft Media, designed to deliver beauty consumers in select cities across the U.S. to Sephora's free-standing locations for the ultimate beauty offerings, expertise, and shopping experience. 'Today, as many shoppers prioritize speed and convenience, they're missing out on the magic of shopping for beauty. They're buying beauty products from all-in-one retail destinations that prioritize sheer product quantity over true product quality, and they're forgoing the education and tactile experience that is so central to shopping for beauty. In short, beauty is at risk of being commoditized,' said Zena Srivatsa Arnold, Chief Marketing Officer, Sephora US. Sephora-Lft Activation Takes Prime Day Head On The activation runs during Amazon Prime Days to combat the online ordering frenzy that occurs with consumers driven by retailers competing for wallet share. The approach that Sephora is taking is to bring shoppers to the stores, away from online purchasing, and connecting beauty fans with expert beauty advisors. During the promotion between Sephora and Lyft, participating shoppers will receive a free skin scan, ... More exclusive product sampling and $10 off any order (over $50) at checkout. During the promotional period, beauty shoppers in New York City, Los Angeles, San Francisco, Chicago, and Seattle can be 'Delivered to Beauty', with Lyft ride credits ($20 off) to a participating store location. 'At Lyft, we want to connect people with the places they love, and our partnership with Sephora really leans into that,' said Suzie Reider, EVP of Lyft Media and Business. 'It's a natural collaboration: a rider steps out of their Lyft, transported by a driver who knows their way around their communities, and enters Sephora's best-in-class shopping experience that offers expert guidance too.' Sephora Flips The Script On Heavy Promotions for Prime Day Prime Day of the past may not have had to deal with possible tariff implications but the event has always been about the best pricing and sales discounts, including in the beauty category. While consumers may not see rock-bottom prices this year, they can expect an eruption of exceptional promotions and deals. However, Sephora is betting on experiential shopping within a physical store and quality product offerings. 'Our research* shows that this is exactly what beauty shoppers love most about the Sephora experience: the opportunity to receive expert guidance and in-person consultations while shopping in-store, the ability to test products and try new things via samples, and an incredibly personalized experience that ultimately helps them find the right products for their unique beauty needs,' explained Srivatsa Arnold. Sephora-branded Lyft rides transform the journey to the store as part of the beauty experience in ... More its most recent marketing campaign (select markets). During the Delivered to Beauty promotion with Lyft, shoppers can receive expert guidance from Sephora Beauty Advisors, a personalized skin scan, plus exclusive product sampling and $10 off any order (over $50) at checkout. Sephora Mantra: Get Beauty from People Who Get Beauty 'At Sephora, we are all-in on beauty, and we get how it's meant to be experienced,' explains Srivatsa Arnold. The Sephora-Lyft partnership is part of a broader campaign targeting beauty lovers to think more critically about where and how they're shopping for beauty, especially during a popular promotional period. 'By encouraging people to Get Beauty from People Who Get Beauty,' we are aiming to remind them of the value of true beauty expertise, and of shopping an expertly-curated assortment of quality beauty products that consumers know they can trust,' said Srivatsa Arnold. The Sephora ecosystem, from beauty advisors and leadership team to the founders behind many of the expert- and artistry-driven brands carried by Sephora, is the backbone and community that has fostered the People Who Get Beauty marketing initiative. Sephora Has A Trusted Community 'While the campaign itself will run through the fall, the notion of Get Beauty from People Who Get Beauty is more than just a tagline. It will shape all the ways in which we show up for consumers and how we talk about what we uniquely offer, including knowledgeable beauty advisors, a differentiated product assortment (including many brands that are exclusive to Sephora), a best-in-class loyalty program, and a passionate beauty community,' said Srivatsa Arnold. Sephora currently offers seamless digital and omnichannel experiences online and in its stores. The beauty giant has integrated cutting-edge digital features into its mobile app, creating a seamless bridge between online and in-store shopping experiences. 'We as a retailer hope to make every touchpoint of shopping for beauty feel bespoke – because, when choosing the perfect hair, makeup, fragrance, skincare, or body care product, consumers deserve to be guided by the people who understand their beauty needs inside and out,' explains Srivatsa Arnold. Sephora Eyes New And Exciting Unique Partnerships Since January, Sephora has announced a diverse set of partners, including Unrivaled, the professional women's basketball league, a multiyear partnership with the Golden State Valkyries basketball team, and is participating in the Faces of Music, a docuseries on Hulu. When asked about future partnerships going into the fourth quarter and holiday selling, Srivatsa Arnold talked about some iconic new partnerships in the holiday timeframe, but did not specify which ones. 'While our current focus is getting consumers delivered to beauty with help from Lyft, we are also gearing up for an exciting second season with Unrivaled. More to come!' exclaimed Srivatsa Arnold.
Buzz Feed
2 days ago
- Entertainment
- Buzz Feed
Sephora's Big Summer Sale Is Bringing Tons Of Savings To Your Beauty Collection
The sun is out, the humidity is humidity-ing, and Sephora's Big Summer Sale is bringing the heat with up to 50% off top-rated faves and actually-worth-it essentials. From self-tanner that'll fake a week in Capri to a hair dryer that'll make you look professionally blown out for less than a single salon visit, there's something for every budget, vibe, and beauty bag. Check out a few of the deals that'll help you get to glowing! A professional-level hair dryer for 25% off, because your arms shouldn't feel like you just did a CrossFit workout every time you want a decent blowout. It's ultra-lightweight but still packs major power thanks to its high wattage, so you get sleek, frizz-free hair faster, without the bicep burn. Promising review: "I've had my BaBylissPRO for just over 10 years, and it's still going strong! In the meantime, I will definitely purchase another just like it soon, as a backup. I am amazed at the life and performance! Highly recommend." —je55martPrice: $149.99 (originally $199.99) A concealer for 50% off that's basically a soft-focus filter in a tube. It brightens, blurs, and blends so seamlessly, it'll conceal the fact that you stayed up past midnight watching Love Island without a hitch. The formula is creamy but weightless, providing just enough coverage to cancel dark circles without caking or creasing. Promising review: "I am 63 and have tried so many concealers that I've lost count looking for one that does not crease under my very lined eyes. This one is a miracle. I have bought three tubes and can't rave enough. I've not been able to put powder over my concealer before because of the creasing, but with this one, I can without a problem." —pdc8674Price: $14.50 (originally $29; available in 18 shades) A purple leave-in mist for 25% off that's like SPF for blonde hair — because if you're spending rent money on highlights, you want them to last past the first day of your getaway. It detangles, hydrates, and prevents color shifts. Blonde Specialist Nathan Ayon (who did my mom's hair, and it was the best it has literally ever looked) recommends that his clients spray this before a trip to the beach or pool to protect their color against sun, saltwater, and chlorine. Price: $16.50 (originally $22) A Saie starter kit for 20%, so you can finally see what the dewy, glazed donut hype is all about. This set lets you sample some of the brand's most viral hits. It's like a cheat code to looking effortlessly radiant, even when you're running on three hours of sleep and way too much cold brew. Promising review: "If you want to try Saie, this is the way to start. Two full-size products and a mini (that will last me a while) for $36? Yes, please! I have never been one to use a baby-pink blush, and now I'm mad I waited this long! It's stunning on my very light skin. The lip gloss is amazing and the Roseglow makes my skin look amazing. This is a wonderful starter set, and I cannot wait to try more Saie products!" —mitch4133Price: $36 (originally $45) A skin tint for 50% off, if you're more of a makeup minimalist, especially during the summer. Super lightweight and breathable, this tint evens out tone and smooths texture without feeling like foundation. Promising review: "I didn't expect much from this. I figured it would just be another product I'd use up and move on from. That is not what happened at all. It blurs so well, and the color is absolutely perfect! It is so hard to get a good cool-toned product!" —roseoilPrice: $16 (originally $32; available in eight shades) An eyeshadow palette for 37% off that's basically a greatest hits album. Natasha Denona filled it with her all-time faves (some reimagined for extra impact) and ended up creating a palette that can replace all your old ones. The mattes are ultra-pigmented and blend like a dream, while the shimmers and duochromes are straight-up cosmic. Promising review: "This palette was everything I hoped for — the color story is fun and interesting without being too over-the-top. My mom and I both loved it, lol. The shades are stunning, especially the shimmers and duo-chromes, and they blend like a dream. Super pigmented and versatile, it's quickly becoming a staple in my collection — perfect for everything from soft everyday looks to full glam." —livlovesbeauty1Price: $48.30 (originally $69) A whipped self-tanner mousse for 15% off that'll make you feel as sun-kissed as if you just got back from Capri — instead of, you know, being chained to your desk since May. It's ultra-lightweight, smells great, and is weirdly satisfying to apply. And, instead of UV damage, you get a dose of skin-loving niacinamide, hyaluronic acid, vitamin E, and echinacea. Promising review: "I have tried dozens of self-tanners, and this is the best, by far. It has the most beautiful undertone — not too red or olive. I have extremely pale skin, and this has great coverage and makes me feel so confident. It feels incredibly moisturizing and lasts long!" —MagsRosePrice: $40.80 (originally $48) A weightless shampoo for 25% off if you've been looking for a sulfate- and paraben-free shampoo that actually works well. With ingredients like moringa oil and sunflower seed extract, it'll treat your hair to a luscious lather that smooths as well as cleans. It's particularly useful for those with fine, frizzy hair who have trouble finding products that don't weigh it down. Promising review: "My hair is very fine and silky. Finding a shampoo that actually cleans my hair without weighing it down or causing flyaways has been difficult until now. I love this hair series." —TamieDLittlePrice: $16.50+ (originally $22+; available in two sizes) A fresh and fruity travel spray for 25% off that'll leave your audience (ahem, I mean the happy hour crowd) spellbound. Blending pear, cedar, and caramel, it's a totally original fragrance dynamic that stands out. Reviewers love its versatility — it's genderless, layerable, and somehow perfect for both first dates and grocery runs. Promising review: "Dedcool fragrances never disappoint. Typically, I'm not a fan of floral scents, but Aura has some of my favorite notes that I look for in fragrances. Cedar gives it a soft, woodsy scent that I love. I typically don't see caramel, and it gives a more unique scent to a fruity fragrance. I have worn this for several days now to test the longevity, and I will say it lasts eight hours at a minimum. I can still smell it on myself throughout the day when most fragrances wear down. I would consider this a more mature fragrance. It's not a sweet, youthful scent. Be careful how much you spray on. If you are sensitive to scents, then it may give you a headache if you put too much on. If you add a little, it will still last all day but won't give you a headache. Overall, this is an amazing and unique scent that I'm glad to add to my collection!" —HannahEZPrice: $22.50 (originally $30) A blowout styling milk for 25% off so lightweight and touchable it seems to disappear into your hair. Yet it's powerfully protective, standing up to heat of up to 450 degrees and increasing the longevity of a blowout by several days. Promising review: "Absolutely love. I even got my husband hooked on it, and we each have our own now! Smells like I've left a hair salon each time I use it. Hair is soft, silky, and smooth after a blow-dry; it's a very noticeable difference!" —EllyEssePrice: $24 (originally $32) A rosemary conditioner for 25% off, which will make you feel like you're walking through an herb garden. More importantly, it'll make your hair feel more moisturized and malleable, preventing breakage and split ends along the way. Promising review: "This was a game changer. The smell is fabulous, and using this makes me want to wear my hair curly even more. It moisturizes my curls and makes them smell divine. I finally love my curls. Thank you to the Sephora employee who recommended this to me. I 100% would repurchase." —Petunia000Price: $22.50+ (originally $30+; available in two sizes) A perfume oil roller for 30% off that's small enough to stash in your carry-on. Sneak a touch of this coconut-and-sandalwood scent behind your ears before you ~roll~ on over to that cutie you're eyeing. If this doesn't smell like summer crush, idk what does. Promising review: "Sooo yummy for summer! It's absolutely a warm coconut scent with a hint of vanilla. Super safe blind by, unless you don't like coconut, imo!" —powderpixiePrice: $24.50 (originally $35) A foundation brush for 30% off, if nothing has worked as well as just slathering it on with your hands — until now. By packing hundreds of thousands of super fine bristles into a tight, plump curve, RiRi has gifted us a tool that buffs like a dream and blends like you're in soft-focus IRL. It's the kind of brush that makes any foundation look expensive. Promising review: "This brush is so light and soft on my face. It doesn't leave streak lines, so I don't have to worry about it when I'm rushing out the door. This is the best foundation brush I've used thus far." —cutiewitabootyPrice: $23.80 (originally $34) A matte, waterproof foundation for 30% off that can stand up to the trials and tribulations of oily, sweaty skin. A reformulation of the cult-favorite original (which was created to look natural under the scrutiny of high-definition cameras), it promises to make you look flawless literally around the clock. It flexes with your face, blends like second skin, and lasts up to 24 hours without caking, creasing, or calling attention to that one random dry patch. Promising review: "I ordered this foundation because of the reviews people have left. I really like it. My skin is really oily, so matte is a must! It feels like I hardly have any foundation on, and yet, it provides great coverage. I would definitely order again." —Ronika1111Price: $32.90 (originally $47; available in 36 shades) A hypoallergenic conditioner for 25% off if you've got sensitive skin that doesn't do well with fragrances. The formula is hypoallergenic and almost totally (99%) made of naturally derived ingredients. No extra junk — just hydrating and irritation-minimizing goodies like aloe vera, oat milk, and green tea extract. Promising review: "I love this product. I have very sensitive skin, and this is EVERYTHING FOR ME. My skin breaks out with most products, but this product is perfect for my skin. If you have sensitive skin, I highly suggest it." —haleylalalPrice: $21 (originally $28) A mineral sunscreen for 75% off, because let's be real — if it's too pricey, you're gonna start rationing it like it's liquid gold. And that's a problem, because anything less than a quarter teaspoon on your face means you're not getting full protection (yes, really). Try measuring it out — you may be surprised by how much it actually is. This oil-free SPF from Sephora makes slathering it on guilt-free and glow-friendly. Promising review: "I'm an avid sunscreen user and have tried so many sunscreens looking for the perfect one that's not too expensive. I love this sunscreen. Works well over my moisturizers and doesn't feel greasy at all. Absolutely no white cast and doesn't feel like a mineral sunscreen. It feels like you're just putting lotion on! Finish isn't too shiny and settles in really well." —jessica0322Price: $5 (originally $20) A 6-pack of false lashes for 50% off because really — do you want to pay more than $3 per set? They can be worn up to 10 times, so really, it's more like 30 cents per wear. The ultra-thin band keeps things comfy and undetectable, while the flared shape adds that extra oomph to your winged liner. Promising review: "These are my favorite pair of lashes! They look so natural. You should definitely buy!" —sammyyy8Price: $18 (originally $36) A hydrating lip balm for 50% off, so your lips will feel as good as they look. It's got the high shine of a gloss, a tint that naturally boosts your lip color, and a creamy (not sticky!) texture that makes it a dream to wear. Basically, it's your new everyday lip hero — whether you're running errands or trying to look cute at brunch with zero effort. Promising review: "This lip glaze has become my go-to lip product. I find myself reaching for it more than higher-end lip products. Very hydrating, glossy, and perfect for on-the-go application." —blushybriPrice: $6 (originally $12; available in three colors) A K18 peptide shampoo for 25% off if you want to get to the ~roots~ of the problem. In addition to clearing up excess oils, it can also help remove buildup left behind by hair products and hard water. Use a teensy bit of this in place of your regular shampoo once a week to leave your hair feeling cleaner and stronger than before. Promising review: "This detox shampoo was the best of its kind that I've tried. My hair felt very clean, and I could still run my fingers through it after rinsing it out, as opposed to others that made my hair feel dry and like I couldn't finger-comb through it. Lathered very well, the smell is nice, and I didn't need to use a lot. I recommend!" —WaveBabeZPrice: $28.50 (originally $38) A multi-styler blow dryer at 29% off if you're bored to tears with your standard look. It lets you curl, smooth, volumize, and dry — all with one tool that looks suspiciously like That Other Viral Styler™ but for a way friendlier price. It's perfect for anyone craving salon-level results without actually leaving the house. Promising review: "This blow dryer styler has replaced every other hair tool I have. It's easy to learn how to operate properly, it dries well, and it styles well. I am so glad to be on team Shark and to step away from harsher styling tools." —AnnaMCcPrice: $249 (originally $349) A bronze-and-sculpt trio palette for 30% off, because contouring your face isn't as simple as swiping a streak of bronzer onto the side of your face. This combo gives you three coordinated shades to actually sculpt like a pro: one to carve out definition, one to bronze you up like you just came back from vacation, and one with a soft shimmer for that final sunlit glow. Promising review: "This palette is AMAZING! It works great for both everyday and full-glam looks. 10/10 recommend!" —penelopemariejPrice: $26.60 (originally $38; available in six shade palettes) A peptide serum for 25% off that's basically a tall glass of cactus water for your face. It's loaded with peptides, hyaluronic acid, and botanical extracts to deeply hydrate and plump your skin — without feeling heavy or sticky. Reviewers love how it gives an immediate glow and plays nicely under makeup — some even use it as a primer. Promising review: "I have sensitive combination skin, fine lines (especially on my forehead), an oily T-zone, and I'm prone to whiteheads. I've been using this for a few months and love that it has no scent, sinks into my skin quickly, isn't sticky, doesn't break me out, is cruelty-free, clean, safe to apply around my eyes, and has actually helped with my forehead lines and chin breakouts. I do see improvements in my skin. This is the second serum I've tried (I used Kiehl's first), and this one is way better." —NancyybelPrice: $42.75 (originally $57) A setting spray for 30% off to keep your glam glamming for up to 16 hours, even if you're sweaty, get dressed after doing your makeup, or touch your face constantly. It works even better when you incorporate it into your routine — like by misting your brushes or mixing a bit into your products. Promising review: "My foundation and bronzer last all day, even on the beach. My favorite setting spray that actually works. Always use with my daily makeup routine." —StephKLanePrice: $12.60 (originally $18) A liquid blush for 30% off to give yourself a lit-from-within glow. Since it's a serum formula, a little goes a long way, and it grips beautifully to the skin — no patchiness, no sliding around. Reviewers are obsessed with the soft, dewy finish and how seamlessly it melts into the rest of your makeup. Promising review: "This is a super underrated product, It is stunning! It blends like a dream, and melts into the skin. It leaves your skin with a beautiful burred but natural finish. It also lasts all day long. I have multiple shades, and hope they release more. Buy it right now!" —LynnSmthPrice: $17.50 (originally $25, available in five colors) A pigment paint for 40% off, because why buy four products when one does it all? This waterproof, transfer-proof, and clinically tested formula is hydrating, clean, and deeply pigmented. Whether you're using it for costume makeup or adding something special to your daily routine, you'll be obsessed with how effortlessly it blends — and how stubbornly it stays put. It's the kind of multitasker that makes your makeup bag feel way more powerful (and a lot less cluttered). Promising review: "This product totally knocked my socks off! I've been searching for a creamy gel eyeliner that's both sanitary for use on multiple clients and doesn't dry out in a pot. I've tried tons of felt-tip liquid liners, but they're not ideal for pro use. I was nervous this would smudge or budge since it's technically labeled an 'eyeshadow,' but it stays put beautifully. I used to swear by the Tarte squeeze-tube liner before it was discontinued, and I've been hunting for a replacement ever since — this is it! Super black, smooth, and creamy." —BigLivPrice: $14.40 (originally $24; available in five colors) An anti-aging serum for 30% off, because it's an upgrade on a cult-favorite formula that had already racked up dozens of awards. The reformulated blend is all about strengthening your skin barrier — which means fewer flare-ups, better moisture retention, and smoother, glowier skin over time. It helps defend against daily stressors (think pollution, dryness, and the stress of just being alive in 2025) while making your other skincare work even better. Plus, it absorbs fast, layers like a dream, and comes with a refill, so you're covered for the long haul. Promising review: "This has so quickly become a staple in my routine. I think out of any serum I've ever tried, I've never seen faster results. My skin feels so much smoother and my complexion looks WAY better, it's amazing! It sinks into my skin so fast, which is nice because I don't really like the 'dewy' feeling other serums give." —IzadoyanPrice: $98 (originally $140) A skin-plumping serum for 30% off that's basically a shortcut to smoother, bouncier skin — no needles required. It's packed with four weights of hyaluronic acid, peptides, and niacinamide to visibly firm, hydrate, and soften fine lines. It's like filler in a bottle, and reviewers swear their skin looks glowier and more even after just a few uses. Promising review: "I've been using this serum for a few weeks (tried samples from Sephora first, then purchased it with my own money) and can confidently say it's become my holy-grail night serum. I'll keep using it until they stop selling it! My skin is textured, scarred, and acne-prone, with regular hormonal breakouts that leave dark brown and red hyperpigmentation. It's also sensitive and oily, with large pores but after just a few weeks of use, I've noticed a significant difference. This serum truly works like magic and deserves all the praise. After a year of experimenting with various skincare products, this has been the best addition to my routine. It's incredibly effective — I get compliments on how smooth my skin looks the very next day after using it. Like with any new product, I started off slowly and gradually built up my tolerance, and now it's a permanent part of my regimen. So so happy with this serum." —MahalgnasPrice: $60 (originally $75) And that's just the tip of the dewy, glowy, perfectly lined iceberg. Sephora's Big Summer Sale is packed with tons of deals across makeup, skincare, haircare, and more — make sure to check the deals out before the sale ends on July 8! The reviews for this post have been edited for length and clarity.
Buzz Feed
2 days ago
- Business
- Buzz Feed
Priyanka Ganjoo Of Kulfi Beauty Talks Representation In The Beauty Industry
When you browse through the aisles of Sephora, you'll find popular, innovative, and beloved beauty brands. Brands like Rare Beauty, Fenty Beauty, and Rhode Beauty, to name a few, but there's one brand that's changing the game in the industry, through rich culture and inclusivity at the forefront: Kulfi Beauty. Kulfi Beauty is the very first South-Asian owned beauty brand to be carried by Sephora, and that's only one of their very impressive feats. Known for their brightly colored packaging, inclusive marketing campaigns, and popular products, Kulfi Beauty's mission is to provide cosmetics that nurture self-expression and joy. In honor of AAPI Heritage Month in May, we sat down with Kulfi Beauty's founder Priyanka Ganjoo to chat through South Asian representation in beauty, building a global beauty brand, and more. Where did your love of makeup come from? What does representation in beauty mean for you? Within the beauty industry, there are definitely improvements to be made regarding inclusion and diversity, which is why Kulfi Beauty is such an important brand in the space. And so, how do you think the industry has improved on inclusion and diversity, and what would you love to see brands do more of? Priyanka: One of the biggest things that has changed is that consumers know that they deserve better now. Growing up, we didn't have the language to say, 'We need better undertones of lipsticks.' Instead, we just said, 'Oh, I guess pale lipstick doesn't look good on me.' Now, I think consumers are more educated, and they can tell if the brand has kept diverse skin tones in mind, or have they just completely dropped the ball? I do think that's really important, because once the consumer is talking about it, companies start thinking, 'Okay, maybe we should start paying attention to this too,' and that's really promising. I remember during my corporate experiences being like, 'We need to have more diversity,' and it took a brand like Fenty Beauty for people to suddenly pay attention to the fact that we needed that. When Fenty Beauty happened, the pace to include more diversity was slow, because inherently in the corporate world, if things are going well, there's no incentive to change things. It's very hard to make that change from within, and that's part of the reason I wanted to start my own company — because making that change within companies is really hard when it has to come from the top down, right? It has to come from this goal of wanting to be better, which is why I think what Sephora is doing is really interesting, too. Obviously, we are an exclusive partner with Sephora, but they started working with us before we had even launched because they took the 15% pledge to have at least 15% of their shelf space be for brands with founders of color, and it kind of came from the top to be like, 'We really care about this.' I do think that more companies need to do that, and I do think that ultimately the consumer is going to decide. I'm really optimistic that if people keep asking, the change will happen. BuzzFeed: I definitely think there has been a shift, and people are much more vocal about calling out brands — like when a brand's shade range is not inclusive at all or really only targeted towards a very small Exactly. Like, the problem is not you, it's the brand not providing the offering. Because I think growing up, we felt like we were the problem, like it didn't look good on us, versus no, actually the brand has not designed something that's complementing you. And that's just so liberating, to be like, 'There's nothing wrong with me.' You mentioned Sephora, and of course, we have to talk about it! Kulfi Beauty disrupted the beauty industry, and you made history as the first South Asian owned beauty brand to be carried within the store. I want to congratulate you on that, and I would love to know: How does it feel to achieve such a milestone? Priyanka: It's very heartwarming to be able to walk into a Sephora and see the word "kulfi," and see a brand that's loud and proud about being South Asian in makeup. Specifically, it's also just a brand that's really talking about joy. Honestly, every time I walk in the store, I'm always pinching myself and saying, "This is amazing." But I think what's more important is our community feeling that joy and happiness. I remember receiving DMs from Indian-American customers saying how they walked into Sephora with their parents and were staring at the display for a long time in shock that there was a space in the store where they felt seen. That's why it's so important, right? It's so important to have that shelf space because we are part of the cultural narrative globally, and having that space is really special. To have it in a retailer like Sephora, which is best in class, is amazing. Do you have advice to share on building community and the importance of it? Your brand is about celebrating South Asian beauty. What does that look like? Priyanka: I think of it as both product innovation and storytelling. On the product innovation side, let's take mascara for example. Our Badi Lash Mascara is a tubing mascara, which we focused on volumizing and lifting because one of the things we found, especially with Asian lashes, is that they're generally straight. We found that the issues our community was facing with their lashes had not really been addressed with tubing mascaras in particular. And so, the product innovation was like, 'How do we service that in a formula that gives you length and gives you pigment, but it's also volumizing and lifting, but doesn't smudge through the day?' So that's where I would say we're always thinking about the product innovation based on the needs of the community. As another example, the reason our concealer has become a fan favorite when there are so many concealers out there is because we really nailed the undertones. A lot of people write to us to say things like "I have never found a shade match as good as the Kulfi concealer because I feel like you guys designed it for me." And to that, I say yes, we did design it for you because we really worked on those undertones. So, there's that product gap of how do we create products that serve the community in a way that they have not been served before?But then there's also the storytelling, which we always try to infuse our culture in. I have to give a nod to our first campaign launch, which was for the Kajal eyeliner. The campaign was called Nazar No More. Nazar is evil eye, and it's something that many of us grew up with — this concept of wearing kajal or dotting your forehead with kajal to ward off evil eye. And then, we talked about the patriarchy, and us pushing back against that by wearing colorful eyeliners. In the end, it made a really engaging story that we found relatable, and really introduces people to parts of our life that they might not have known about. That's really how I think about including and being inspired by South Asian people and our heritage. What would you tell your younger self, knowing that you've created a brand where inclusion and culture are of the utmost importance? What advice would you give to individuals who are currently struggling with loving themselves and feeling confident? Last month was AAPI Heritage Month! How do you feel we can better uplift the voices of our community and spread love and appreciation for other cultures? What made you decide to take the leap and start your own business? Priyanka: A lot of note: Priyanka said this so quickly that everyone in the call started I think it was my experience finding that joy in makeup on my own terms, and asking myself, 'Why doesn't this exist?' There are definitely other people like me who might want something like this, and just have to take that leap. I never saw myself as a founder, and when I challenged that, and thought, 'Why? Why can't I do this?" I guess you could say it was manifestation, but part of it is also questioning yourself and your limiting beliefs. I feel like questioning why I can't do things has brought me to the place where I can be like, 'Yeah, I'm gonna quit my job and launch a company. Maybe I can do it. Why do I think I wouldn't be able to make a change?" It's something that even now, I'm like, 'Oh, wow, we've come so far.' I never imagined we'd even come as far as we have, but we're just starting out, and I envision us being a global brand and bringing that South Asian storytelling globally. It hasn't been done before, but why can't we be the first? What was your family's response when you decided to start your own business? Priyanka: Overall, they were supportive. I was a little bit older too — I was 30 when I wanted to start my own company, so they had a little bit more trust in me. But my mom definitely wanted to know details, like if I had a cofounder, and if this was a crazy idea. So, my parents were definitely worried, but now they're big champions of what I do. And they're always talking about Kulfi, and my mom loves all the Kulfi products I sent her. BuzzFeed: I can just imagine your mom wearing all your products and saying, 'This is my daughter's brand,' and being the biggest marketer for Definitely! She has a lot of product pipeline suggestions, too. She's pointing out specific things that haven't been done, or a hole in the market. She has a high standard, as Asian moms do! Why 'kulfi'? What is your favorite product from Kulfi? Priyanka: I am most partial to our eyeshadows, because I used to be scared of eyeshadow. I didn't think I could wear eyeshadow, and that's why we intentionally made the eyeshadow a beautiful cream-to-powder formula that's super easy to use. You can get a dual chrome look with some of our shades with just one swipe, with just your fingers, with less than a couple of minutes. I really love how it demystifies eyeshadow, and how easy and approachable it is to have a beautiful, almost editorial look without having to spend tons of time or have skills. Not everyone's a makeup artist, and we want to make products really approachable to play with. So, the eyeshadow is definitely one of my then last year, we launched this new shade, which was Sona Sona, a gold shimmer topper. Honestly, I could bathe in that stuff because it's so pretty — sona sona actually means gold in Hindi. Again, being able to showcase this color that's so gold it goes so well with so many of our undertones, and having that color was just so Lassi Lips has been going super viral — right now, we're having trouble keeping it in stock. So that's also been really great, because the formula is really unique in the way that it is hydrating like an oil but stains. What we've been able to do is create these beautiful, wearable colors that include neutrals and pops of color. I think these unique color stories, along with the unique formula, is why that product has been so popular. What beauty trend do you think will be the next big thing? Share a message with your supporters and customers! What is a South Asian dish that you think is S-tier? Priyanka: That's really hard. I'm Kashmiri, and we have a specific meat dish called rogan josh that we make for celebration, and my mom's rogan josh is literally the best. It's my favorite thing. Editor's note: Rogan josh is a curried meat dish originating from Kashmir, a region in northern I love that, and also that it's your mom's cooking, which is always the best, right?Priyanka: It is. And especially as you grow up and you move out — you don't get access to it that often, and it becomes even more special. What is next for Kulfi Beauty? What's next for Priyanka? Check out Kulfi Beauty and be sure to follow the brand and Priyanka on Instagram and TikTok!
