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ColourPop to Enter Sephora

This is the first time the brand will be sold in-store.

ColourPop is making its way off-line.

The three-year-old brand will enter Sephora in November, a first for ColourPop, which until now has only sold via its own digital flagship at

“This is not simply a distribution play for ColourPop,” said John Nelson, cofounder and chief executive officer of Seed Beauty, parent company of ColourPop. “Instead, we are looking to disrupt the traditional brand and retailer model by taking collaboration, innovation and speed to the next level. Sephora shares our vision.”

The brand maintained that its move to brick-and-mortar is a result of demand from consumers who want an off-line experience and same-day fulfillment. The number of doors the brand will enter has not been revealed yet, but the implications for both parties are meaningful.

The direct-to-consumer makeup brand — a favorite on social media with an e-commerce model that’s proven wildly popular with the Millennial set — could now gain exposure to a post-Millennial customer shopping at the retailer. And for Sephora, the partnership could create a “cool factor” that hopefully lures more mobile first Gen Zers and Millennials to its stores.

Artemis Patrick, senior vice president of merchandising at Sephora, also called ColourPop one of the “top brand requests” from clients.

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Prices in Sephora doors will remain as accessible as they are online, where lipsticks retail for $6; highlighter for $8; a set of three mini lipsticks for $15, and eye-shadow palettes that cost $18. While valuable for brand awareness and positioning — the mass market priced ColourPop will live alongside some of the most luxe names in beauty, from Giorgio Armani to La Mer — margins could take a hit for either or both parties.

While not ideal, the potential gains of linking with one another — as well as the buzz on social media that’s sure to ensue — could outweigh a hit to bottom lines.