How Sephora is shaping beauty by creating categories

Sephora doesn’t just carry beauty products. The retailer — and, by extension, the Sephora consumer — is directly responsible for building many of the leading brands and trends that shape the market. Carolyn Bojanowski, evp of merchandising at Sephora U.S., has a direct sightline in seeing those new brands and categories emerge.

“Our consumer lets us know right away if something will click or not,” she said. “We have this incredible community — not only of clients, but also of beauty advisors. They’re the first to tell us, ‘This thing is hot. Why aren’t you doing this?'”

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