Sephora Strategies: The power of Sephora’s free birthday rewards

1 month ago 12

Introducing Sephora Strategies, Glossy’s new monthly series breaking down the latest strategies of the retailer and its most popular brands.

Since its launch in 2020, Makeup by Mario has hit a number of landmarks. In 2023, the brand founded by makeup artist Mario Dedivanovic raised $20 million in funding. In 2024, it hired investment bank J.P. Morgan to explore an exit. And in 2025, Makeup by Mario was included as one of the free birthday gifts in the Sephora rewards bazaar for the first time.

Since the launch of its Beauty Insider Loyalty Program in 2007, Sephora has allowed Insiders to redeem a free gift either two weeks before or two weeks after their birthday. 2025 marks its biggest birthday offering yet with seven participating brands, ranging from color cosmetics like a Makeup by Mario lip kit to fragrance minis from Juliette Has a Gun. For Sephora, crafting that annual collection is a massive opportunity to drum up excitement among its discerning customers.

Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.

Article From: www.glossy.co

Read Entire Article

Note:

We invite you to explore our website, engage with our content, and become part of our community. Thank you for trusting us as your go-to destination for news that matters.

Certain articles, images, or other media on this website may be sourced from external contributors, agencies, or organizations. In such cases, we make every effort to provide proper attribution, acknowledging the original source of the content.

If you believe that your copyrighted work has been used on our site in a way that constitutes copyright infringement, please contact us promptly. We are committed to addressing and rectifying any such instances

To remove this article:
Removal Request