What is the hype around Sephora?

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This isn't a goading post, genuinely curious as I've only been in them in the US and didn't find them to be anything beyond what I expected. When I was in Westfield recently there was a huge queue to get in, and just seen on social media there's a huge queue for the one Manchester today. What do they do that other make up shops/counters do?

*dont do

There was certainly a lot of hype around it a few years ago - when DD was 13/14 (2018) all of the girls went mad for it but I didn’t think it was as popular nowadays. Back then they had a lot of brands and more variety than you could get elsewhere. Space NK is more favoured now and far better too in my opinion

I think it’s because they have a lot of cool brands in one place. If you are from a more provisional city or town you won’t necessarily have access to a lot of brands. Yes you’d have the concessions in your nearest John Lewis / House of Fraser but not many of the more desirable make-up brands.

I shopped there in the US before and bought some beautiful vibrant eyeshadow pencils (Sephora branded I think - the range was black packaging) Really creamy to apply and every colour you could think of. Not sure about the rest of their range but if they were anything to go by they were really nice and unlike anything I'd found in the UK before.

I saw the queues today at the Trafford Centre, absolutely bonkers. Don't get it at all. My 12 year old son said all the girls in his class are addicted to it. Something to do with tic tok 🤔 surely all these products are available to buy online? These people were queuing for hours just to get in this tiny store.

I tend to take the plunge and order online (usually get 20% codes at places like Lookfantastic) so not quite sure what a Sephora shop can offer, perhaps it's having access to testers to brands that you can't really do online, I have bought a lot of lipsticks online that I've regretted over the years 😂

There were no physical Sephora stores in the UK at that time. They've opened four since the start of this year so maybe it's still novelty value.

Back when I wore make-up, I used to get Givenchy face powder/powder foundation there (in another European country - they have stores in shopping centres. Certainly no queues!). Generally, it's a make-up store, more up-market than getting make-up in drugstores.

Ah right - yes, probably just novelty factor then if they’re new to the UK now. Trips abroad used to revolve around the compulsory Sephora trip for us!

The queues have the Pandora at Christmas vibe. When they let you in it isn't very busy.

I think it’s the equivalent of a cool bar or club. It’s very loud and bright and busy, with bouncer types. I get completely overwhelmed but it’s not for me.

Agree with PP that it also offers brands you don’t get in Boots or John Lewis. I think I saw they are planning a Glossier tie in for example. People want to test make up, it’s hard to buy online if it’s not a repeat purchase (though I will do anything to avoid going into the actual shop!}

Loads of offers online, vast range of products from ELF and Revolution to high end stuff. Their own brand ranges are also excellent.

A one stop beauty and skincare shop really I suppose. You can get stuff you'd have to go to an Oxford Street flagship department store next to what you can get in Superdrug, and brands that hitherto you'd only get online or hear beauty editors raving about.

I'm in Italy so we've had Sephora for ages. It's definitely not the province of teenagers here. It's anybody who is interested in skincare and beauty and likes good offers!

I used to shop at Feelunique before Sephora bought the company and changed it into Sephora online, mainly because they had the best offers on my usual products and free gifts every now and then.

I do use them if they are the cheapest now, and the big free gifts are good value. They do a permanent 10% off your 2 favourite brands which you can change every three months (I think) including sale items, which often makes them cheaper than elsewhere. And the reward vouchers you get back.

The stores will be popular because the high end products (skincare/haircare) they sell you can't buy in places like Boots, you can mostly only get them online or a few of the brands maybe at the concessions in department stores. I know one opened up on Trafford recently where there were long queues but they were giving away free gift bags (some with a value of over £1000) to the first 100 shoppers, it's a known thing so it would have been extremely busy due to that.

Tiktok, social media, influencers and impressionable pre teens.

Otherwise it's just another beauty superstore.

I love Sephora and Ulta Beauty it's a real shame we don't have anything similar in the UK unless you go to Westfield. Many of us don't like travelling into London. Everything in one place.
There's Space NK around here but it doesn't come close.

I have been shopping in there for over 20 years - way before TikTok and before it came to the UK.
As a mum, I can attest to my preteen wanting to go there due to all the hype about skincare - but they just go to Space NK instead. Most of the brands they want aren't in Sephora.

Not the point of the thread but the fact they've opened a new store makes sense! There's a Sephora office in the same building as my work and I'd noticed they'd been putting in some long hours recently