By  on July 28, 2016

When Sephora originally contacted Sweat Cosmetics over e-mail last August, cofounder and chief executive officer Courtney Jones Louks thought it was a joke. “It was very professional to the point where we thought it was fake,” she recalled.

A few days later, with the e-mail left unanswered, Jones Louks attended a speech by Stitch Fix chief operating officer Julie Bornstein and seized upon the opportunity to pass along Sweat Cosmetics’ products to the Sephora alum, who was impressed by them and let her past colleagues know. Not long after, the brand landed a meeting with Sephora and discovered the e-mail hadn’t been an elaborate rouse. “We laughed about it,” Jones Louks said.

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