Makeup junkies, we have some important news to brighten up your Monday: Inexpensive, massively successful color cosmetics brand ColourPop is about to make its debut at Sephora. This marks the first time the three-year-old beauty brand will be sold in brick-and-mortar stores; until now, it’s been an entirely online business, sold through the brand’s own e-commerce site.
According to WWD, the brand will launch in stores — though it has not yet been announced whether this means all Sephora stores — in November of this year, just in time for the holiday shopping rush. The development comes as a response to consumer demand for in-store availability (consumers will be able to swatch and test the shades before purchasing them) as well as desire for same-day fulfillment.
“ColourPop has always been a brand full of personality… We look forward to connecting with our customers on an emotional level by meeting them offline and creating a special experience with each product they encounter,” said Laura Nelson, ColourPop co-founder and president of the brand’s parent company Seed Beauty, in a statement to Refinery29.
But it has larger implications for the brand as well. “This is not simply a distribution play for ColourPop,” said John Nelson, co-founder and chief executive officer of Seed Beauty, in an interview with WWD. “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.”
It’s a game-changer for Sephora, too. As the retailer seeks to solidify its millennial and Gen-Z consumer bases and compete with mass beauty sellers, like Ulta, Target and even Amazon, turning to young, lean, digital-first brands is a smart strategy. That ColourPop’s offerings will be among some of the least expensive options on Sephora’s shelves likely won’t hurt matters, either.
WWD reports that Artemis Patrick, senior vice president of merchandising at Sephora, has cited ColourPop one of the “top brand requests” from customers.
Details about whether the full ColourPop line will be available in Sephora stores are slim as of now, but a makeup junkie can certainly dream. With that in mind, we rounded up a selection of some of our favorite (not-currently-sold-out) ColourPop product picks in the gallery below — all of which we hope to soon see IRL on the shelves of Sephora.