LVMH-owned Sephora surprised a lot of people when it announced today (August 7, 2017) it will begin selling Colourpop Cosmetics in its U.S. stores starting November.
Just two years old, the Los Angeles-based Colourpop was started up by Seed Beauty (which, pssst, also manufactures Kylie Cosmetics) and is known for offering beauty products with a youthful appeal at a low price. Until now, the brand has only been available to purchase on colourpop.com.
According to WWD, pricing will remain low-priced with lipsticks retailing for $6; highlighter for $8; a set of three mini lipsticks for $15 and eye-shadow palettes priced at $18.
As of late, Sephora has been in the mode of bringing in new brands, adding Kiehl’s, Antonym, Tom Ford, and CocoFloss all in the past month. No doubt it’s feeling the heat from fast growing beauty retailer Ulta, which is known for offering beauty products at a wide array of pricing, a different strategy versus Sephora, whose reputation has been built on its luxury appeal.
While, Sephora has said it’s stocking Colourpop because of multiple requests from customers, the response to the news has been mixed. While Colourpop fans responded on the brand’s Instagram account with glee, on Twitter there were plenty of commenters who viewed Sephora as headed down a dangerous path.
Check out some responses to the news below.
$6 colourpop lippies next to $24 Stila…. its TRICKYYYYY
— LIZZY (@FancyFour) August 7, 2017
Re: ColourPop… I go to Sephora for a certain experience. If I have to share the space with teenagers I won’t go anymore.
— Asia (@AsiaChloeBrown) August 7, 2017
Sephora playing Russian Roulette. They better stop playing.
— TT Knight (@knightsglow) August 7, 2017
Thrilled to announce that @colourpopcosmetics will be available in select @sephora stores this holiday season First and foremost, we want to give a huge shoutout to our ColourPop family! Thank you for making us who we are today ❤️❤️ so much love ❤️ Tune into our Instagram story at 9:30 am pst for deets