Sephora
Sephora is a beauty retailer selling cosmetics, skincare and fragrance from many brands, built on trying products in store and a wide shade range.
Hard black and white striping with heavy capitals. Product and shade names always set exactly as the brand writes them.
show a shade swatch on skin it was not tested on
retouch a result beyond what the product does
imply a single standard of beauty
Forty shades, and here is how to find yours in two minutes.
Expert, inclusive and enthusiastic. Talk shades, formulas and technique like someone who works the floor.
Beauty buyers who want to test shades and formulas, and who follow the brands as closely as the retailer.
+Trying before buying
+Shade ranges that actually cover everyone
+Staff who know the products
×Beauty counters that intimidate
×Narrow shade ranges
×Products that oversell a result
would die on
A shade range that stops before someone's skin tone is not a range.
