By  on August 26, 2015

Sephora is quietly identifying the latest generation of niche brands and poised to increase brand awareness for them.

With a new program called Scouted by Sephora, the retailer is highlighting the brands it believes will be the next big things. Their common denominators: All are niche brands, all have limited, if any, brand awareness in North America, and all have stood out to Sephora merchants.

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