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12 Weird (But True) Facts About Sephora

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Fome byrdie

We love Sephora. Every beauty lover does. (Excuse us while we state the obvious.) Wall-to-wall lipstick, lotion, luminizers—what’s not to love? It’s like Disney World, only with copious amounts of cosmetics to play with. And don’t even get us started on the feeling when you walk up to your doorstep and see a little (or not-so-little) box with the Sephora logo on it. Despite our longstanding love affair with the beauty emporium, there’s actually a lot we didn’t know about our favorite shopping destination.

From programs, to return policies, to freebies, apparently there are some things even years of VIB status won’t teach you. We did some sleuthing and spoke with a Sephora pro artist to uncover some little-known facts about the brand.

Fact #1: It’s not a store

Let’s start with some basic vocabulary. At Sephora, the sales floor is called the “stage,” and everywhere else is “backstage.” Sales associates are “cast members,” and managers are the “directors.” And the red-trimmed black dress the cast members wear is a “costume” (not a uniform).

Fact #2: It’s an empire

Dominique Mandonnaud founded Sephora in France in 1970. In 1997, it was acquired by Louis Vuitton Moët Hennessy, and one year later, it opened its first North American store. Today, Sephora employs over 20,000 people in more than 2500 stores in over 32 countries. Those stores, which carry over 250 beauty brands, generate over $4 billion in revenue a year.

Fact #3: Sephora is a real word (kind of)

The name is a combination of the Greek word sephos, meaning beauty, and the name Zipporah, the exceptionally beautiful wife of Moses in the book of Exodus.

Fact #4: The samples are free

“The rumors are true—you can get up to three samples of any product in store made for you each time you visit,” Sephora Beauty Director David Razzano confirms.

Fact #5: Online orders come with free samples too

Checking out online? Right now, all orders also come with three free samples, which are updated weekly. And there are plenty of other codes on the Beauty Offers page that’ll score you free goodies.

Fact #6: The return policy is generous

If for some reason you’re not completely satisfied, Sephora will accept any new or gently used item for a full refund within 60 days of the purchase date both in-store and via mail. If you’re returning an item by mail after the 60-day period, or if your item was paid for with a Sephora gift card, online store credit, or your PayPal account, you have up to 90 days for the warehouse to receive your item from the date of purchase, and you’ll receive a full refund in the form of an online store credit. Click here for the full return policy.

Fact #7: Sephora is made up of “worlds.”

Every Sephora has three worlds: fragrance, skincare, and color cosmetics. “At Sephora, we want every client to have the best experience possible, so our cast members are hired, trained, and certified to be experts in a specific world, like fragrance, color, or skincare,” Razzano says. “For the most part, cast members are stationed in their world. If you’re looking for a fragrance, it’s best to ask someone standing in the fragrance section for advice.”

Fact #8: Sephora has its own version of Amazon Prime

A few years back, Sephora launched its Flash program. Flash shoppers in the continental U.S. get unlimited free two-day shipping with no minimum purchase requirements for the low price of $15 per year. Members can also choose overnight shipping for $6. If you’re a VIB Rouge member (meaning you spend over $1000 at Sephora a year), the subscription service is free for you.

Fact #11: Color IQ applies to more than foundation

“Color IQ is Sephora and Pantone Universe’s exclusive foundation-matching technology that allows each client to find the scientifically precise foundation match for their skin tone and narrow it down to find the best one to fit their lifestyle and skin type,” Razzano says. “And now that device does more than just scan your skin for foundation matches. It’ll also help you find the right concealer and lip color.” And the technology doesn’t stop there: There’s also both Skincare IQ and Fragrance IQ.

Fact #12: French shoppers love Sephora

The Sephora at Champs-Élysées in Paris attracts over six million people each year.

Fact #13: Sephora has its own subscription box

Play! By Sephora is a monthly subscription beauty-box service that coms in different tiers: $10 for six samples, or occasionally $20 for luxury samples. However, unlike the boxes you’re probably used to, this program is more exclusive. Spots are awarded on a first come, first-served basis. The monthly boxes are curated around a theme, like the recent Beauty Staycation box.

Next up, check out these useful shopping tips from former Sephora employees.

This story was originally published at an earlier date and has since been updated

Former Sephora Employees Spill 15 Insider Shopping Secrets

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from byrdie

ah, Sephora—the hallowed halls of beauty heaven. Girls become women when they acquire their first Beauty Insider card. There are a few pieces of Sephora trivia that most beauty junkies already know. For example, you’ve likely heard that in Sephora terms, each store is called a stage and the employees are called cast members who wear not uniforms but costumes.

But even the most Sephora-obsessed consumers don’t get an inside look at the company like the people who’ve worked there do. We have a certain fascination with Sephora cast members: Do they receive as many free products as we think they do? Are there any genius shopping tips sitting right under our noses? And how many samples are really too many?

We decided to do some in-depth investigating to find exclusive Sephora knowledge that only an insider would possess. To keep things objective, we spoke with five former employees of the company: Ariel Orellana, Kylie Dennison, Rebecca McDonald, Tiffany Colon, and Nathalie Nieves. Here are 15 of their genius insider secrets.

1. You Can Get a Free Mini Facial in Any Store

Orellana says Sephora’s skincare section is often the quietest place in the store, so its attendees are always happy and available to demonstrate products on you.

“Skincare consultants are required to learn how to give skincare expresses, which are basically express facials on the floor, with cleanser, toner, treatment, and moisturizer,” says Nieves. Simply pick whichever products you’d like to try, and ask for a skincare express. “It’s a great way to try different products and give yourself (and your skin!) a quick pick-me-up,” Nieves adds. Plus, it’s free.

2. or a Free Hairstyling Sesh

The same thing goes for hairstyling. “Cast members are actually trained on different dry-styling hair trends every couple of months from brands like Living Proof and Drybar,” says Orellana. “So you can stop in for a touch-up on your hair, as well as your skin and makeup.”

3. Employees Won’t Judge You for Doing Your Nails Without Buying Anything

In college, I used to sneak into Sephora just to do my nails and leave; but apparently, I didn’t have to act so suspiciously. “The nail studio is a fun way to kill some time and try out new colors if you’re bored,” Orellana says.

Formula X works with beauty bloggers to release a new collection at the beginning of every month, so stop by around that time to play with the new shades.

4. But They Will Judge You for Double-Dipping in Tester Products

It’s so tempting but so gross. “For the love of God, if you want to try on any product, either give it to a cast member first to sanitize or look around for the nearest hygiene station,” Orellana pleads. “When trying on lipgloss or mascara, always use a tester wand and do not double-dip it.”

Double-dipping in potted products is even worse. “Do not, I repeat, do not sample any makeup or skincare that is in a pot—ever,” says Nieves. “Only sample or try things in the store that come in a pump container.” The reason? “Things get really gross and unsanitary with sampling, and I’ve seen many clients dip their fingers into multiple pots with no regard—it’s gross and a breeding ground for bacteria,” Nieves says. If you’re hell-bent on trying a product that comes in a jar or pot, Nieves says just to buy it and return it later, or ask an employee if they have any prepackaged samples. “Every brand provides us with some type of prepackaged sample, so just ask!” she says.

5. The Limit on Free Samples Varies by Store

Our insiders say the rules about samples fluctuate, depending on the store. According to Orellana, there is no limit to the number you’re allowed to take home. “If someone tries to tell you in-store that the limit is three, they are lying to you,” she says.

But Nieves attests that in her store, they were only allowed to give each client three samples per day. “No more, no less.” Colon agrees, adding that if you are “one of those people who comes in every day,” you’ll be limited to three a week.

Either way, you should never be afraid to ask for samples. Some stores might be more lenient about it than others, but you’ll never be turned down completely. “Fight for your right to sample!” Nieves says.

6. Sephora Collection Makes Dupes for Tons of Pricy Cult Products

Orellana and McDonald promise that Sephora’s in-house line is just as high-quality as brands twice its price, but most people don’t take advantage. “Sephora Collection has a dupe for almost every high-end favorite beauty product,” she says. “The price is always lower, and the quality is great!” Here’s proof: Any Sephora product that is not rated with four stars or higher is either “discontinued or reformulated,” says McDonald. “This ensures high-quality products for a decent price tag!”

Sephora Collection’s Long Lasting Eyeliner High Precision Brush ($12) and Luster Matte Long-Wear Lip Color ($11) are a couple of favorites whose prices rival the drugstore.

7. Sephora Favorites Are Way Underrated

“The value sets offered at Sephora are always worth way more than what you actually pay!” says Dennison. “A lot of the time you get an entire set of full-sized makeup for a third of the price. It’s a great way to try new products while stocking up on your old favorites!”

Colon recommends that perfume sampler in particular. “It’s usually $40 cheaper than buying one perfume bottle alone,” she says.

8. Most Stores Keep a Trustworthy List of Cruelty-Free Brands

Sadly, not every brand is cruelty-free. What’s even sadder is that some brands claim to be when their manufacturers actually aren’t. This can make trusting brands difficult.

If you want to triple-check to make sure a brand is bunny-friendly, Orellana and McDonald say to ask a cast member at the Beauty Studio (that’s the station in Sephora where they do mini makeovers). “There’s usually a list at the Beauty Studio in every store of which brands are truly cruelty-free,” Orellana says.

9. There Are Usually Free Gifts on Saturdays

Saturday is Sephora’s day to host brand events, so if you stop in on the way to brunch, odds are there will be something fun going on. “Brand events mean the employees are focusing on that brand for the day and there is often a free gift with purchase!” says Orellana.

10. You Can Get a Full-Face Makeover for Free… If You’re Clever

Sephora cast members are trained to give 15-minute “single-feature” makeovers for free (as in, just your eyes or just your lips). But Colon says if you’re nice to your consultant, “she will most like do your whole face.”

If you agree to spend at least $50 in the store, you can get a more involved “custom makeover.” But according to Colon, that $50 minimum isn’t actually mandatory. “When we’re done with the makeover, we put the stuff you want in the basket, but you could walk right out and we can’t say anything,” she says.

11. Fragrance and Color IQ Really Do Work

Our insiders agree Sephora’s Fragrance and Color IQ stations are not something to skip over. “That little computer can really come in handy when shopping for a new fragrance!” says Dennison. “Instead of assaulting your nostrils with 30 different perfumes, take the quiz on Fragrance IQ and it will pull up recommendations. I’ve found it to be very accurate, usually pulling up scents I’ve already used and loved.”

The Color IQ device is also surprisingly accurate at finding your correct foundation shade, and it’s now capable of determining which lipstick and concealer shades suit you best as well. “It can help you find the perfect red, nude, or even purple to suit your skin tone,” says Orellana. “It also can tell you your exact concealer shade in any brand, just ask a Sephora employee to help match you.”

12. You Can Return Almost Anything

“Sephora’s return policy is super lenient,” says Colon. “You can pretty much return or exchange anything that’s not more than half used.”

13. Don’t Let the Mini Products in the Checkout Aisle Tempt You

They may be cute, but our insiders say they’re not the best way to spend your money. “Avoid buying anything from beauty-to-go,” says Colon. “Buying the full size is a better deal.”

14. Employees Must Initial All the Sephora Products They Own

This is to prevent theft. “Employees are required to have their employee number etched into their makeup products by a manager and can only carry six products at a time,” Nieves says. “If you can’t prove it’s yours and it doesn’t have your employee ID number, it will get confiscated. Learned this the hard way: #ripjackblacklipbalm.”

15. Yes, Sephora Employees Get Tons of Free Product

Next up, How to Shop at Sephora (and Save Money) Like a Sephora VP

This story was originally published at an earlier date and has since been updated

How often is Sephora VIB sale?

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Sephora’s sales really cater to Beauty Insider, VIB, and Rouge members. Their Spring Sale is usually a week long in late April/early May, when Beauty Insiders get 10% off, VIB members get 15% off, and Rouge holders get early access, plus 20% off.

Sephora kicks off the holidays early with a fall sale in mid-November, when even the most popular items are discounted as much as 20% for Beauty Insiders.

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Does Sephora VIB status expire?

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If you qualified in 2019, you will a VIB until 12/31/20. If you qualified or requalified in 2020, you will be a VIB until 12/31/21.

When you spend $350 within a calander year at Sephora, you become a VIB for the rest of the year, and the following year. If you spent $350 at Sephora last year, then you’re a VIB this year. If you do not spend $350 at Sephora in 2020, then your VIB status expires in 2021.

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How to Shop at Sephora (and Save Money) Like a Sephora VP

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from byrdie

The beauty industry can feel like the Wild West—each new product more confusing than the last. How do we know if what we’re purchasing is right for us? Well, it turns out that a lot of us are making mistakes that we didn’t even know existed.

I spoke with Artemis Patrick, the senior vice president of merchandising at Sephora, about the most common blunders that happen during the process of deciding on a beauty regimen—as well as the ways to make sure you never make the same mistake twice.

“The most common beauty blunder we see at Sephora is our clients shopping for complexion products that aren’t suited for their skin tone. With so many brands, formulations, and shade names to choose from, we understand that complexion, in particular, can be a tough landscape to navigate! It’s important that clients take into consideration their skin surface and undertones to best find shades that work for their own coloring.”

“Knowing your skin type and being attuned to your formulation preferences is a very important skill when shopping for beauty—whether it’s skincare (cream or serum?), fragrance (spray or rollerball?), or color cosmetics like foundation, eyeliner, lip color, blush, and more (liquid, powder, cream, gel?). Frequently we’ll see clients purchase formulations that aren’t suited for the skin type (e.g. those with dry skin purchasing powder formulations, which then cling to the skin’s dry patches for uneven application) and then aren’t happy with the results.

We offer a wide variety of formulations within each category at Sephora to ensure that there are enough options to fit everyone’s skin type and personal preferences. Plus, we encourage clients to try the products with our open testers and employ the help of our cast members and digital services to help discover what’s right for them.”

“While we appreciate loyalty, we always try to encourage our clients to be open-minded about different products from different brands, as each company has a unique point of view, formulation, and offerings. What works for one person may not suit another, and the best part about shopping for beauty is that you can take advantage of exploring the best products from a multitude of brands all under one house.”

“Often, people invest in makeup products but skimp on application tools. Whether it’s a sponge or a specific type of brush, having the right tools is just as essential as the color cosmetics you buy; if they’re not applied correctly, you’ll never see their full efficacy.”

“Often, shoppers forget to invest in proper primers and prep steps to ensure that their color cosmetics are applied smoothly and have staying power. After all, great makeup starts with great skin! Your number one prep step should always be taking care of your skin with the proper hydration, nourishment, and treatments. Without the right steps, results don’t reach their maximum payoff or longevity.”

“We all love beauty and are here to help you—just ask! Let our experts help to guide you based on what makes you feel great. After all, they are familiar with all of the offerings from all of the brands available, so they are a great resource and sounding board.”

“We provide a variety of in-store technologies like Sephora + Pantone Color IQ to scientifically match your skin tone to your perfect matches of foundation, lip color, and concealer across all brands. This imaging device takes into consideration your surface and undertones in your skin, is not dependent upon ambient light, and allows you to filter based on preferences like formulation type, price, SPF, and more. With these types of technologies, you no longer need to rely on blind faith and trial and error to find your best products—we have scientific proof that they are right for you!

“We also offer in-store digital services like Skincare IQ and Fragrance IQ to help you better navigate those cluttered arenas by answering a multitude of questions about your concerns, lifestyle, preferences, and more, to help narrow down the selection of products that you’re looking for. You can use these in-store screen displays on your own or with the assistance of a cast member.”

“Beauty education is a very important way to avoid making mistakes when shopping for beauty products. Whether it’s through word of mouth, reading reviews online, or even Sephora’s new store design called the Beauty TIP Workshop (short for Teach, Inspire, Play), there are tons of ways to learn more about beauty. Sephora offers elevated services featuring a completely interactive setup to teach new techniques and trends. Through these services and classes, clients learn how to use the products they purchase and have the confidence of knowing they can create whatever look they want, while mitigating expensive and time-consuming trial and error. You can also have an unbiased, honest conversation about all things beauty in community forums.”

“I would look for a place where you feel comfortable exploring without feeling pressure to buy something you don’t want or like. Look for unbiased recommendations for beauty products that are right for you.”

“Everyone is unique, but if you’re concerned about an ingredient causing sensitivity for you, just ask for a sample! Most stores are able to give samples of all their products, so you can try it before investing in a full size. Often it’s a matter of thinking about how your hair or skin behaves during certain times of the day, in certain weather, or during different seasons, but if you’re truly stumped, most sales associates are trained to help ‘diagnose’ the right products for you. Stop in for a consultation!”

Next up, 11 Black Beauty Editors Share Their Favorite Products

This story was originally published at an earlier date and has since been updated

Farsali CEO on leaving Sephora: ‘A lot of brands aren’t profitable with retailers’

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from glossy

Farsali, an Instagram-famous brand known for its makeup-prepping skin-care products, like its Unicorn Essence primer, has decided to pull out of nearly all of its current retail partners across 35 markets at the end of 2020. This includes Sephora.

Farsali is a Sephora-exclusive brand in the U.S., sold in more than 2,500 Sephora stores both in the U.S. and internationally and on Sephora.com. Nearly 80% of its sales come through retail partners. The 6-year-old brand became a hit on Instagram shortly after its launch, thanks to influencers; WWD reported in 2018 that the brand expected to earn $35 million to $45 million in sales that year.

In an Instagram video posted on the brand’s account on Aug. 5, Sal Ali, Farsali founder and CEO, sat with his wife, Farah Dhukai, and said that personal reasons related to Dhukai’s infertility, combined with Covid-19 business impacts, made him decide to scale back the business to focus on family. Farsali will continue to work with its third-part distributor in the U.K., where it is sold in Selfridges and Cult Beauty, as well as with its India-based retailer Nykaa, as the partnership just began this year. Otherwise, Farsali will only be available DTC through Farsali.com.

Below is a slightly edited and condensed discussion with Ali about how Covid-19 has impacted the Farsali business, why brick-and-mortar retail is tough on small brands and why he wishes he took on investors earlier.

What business issues influenced your decision to become DTC-only?
Personal reasons outweighed the business reasons, but both led to the decision [to scale back the brand]. From the business side, it’s challenging to run a full retail operation as a privately-owned company with no investors. It requires a lot of capital, and with Covid-19, stores were closed, retailers canceled orders, launches were postponed and commitments were made and then not [honored], when we had already committed on our end and produced products [for retailers]. I was in a territory that I had no business being in, and that became clearer to me. My intuition told me that with Covid-19 and the resulting economy, nothing is going to go back to the way it was anytime soon, and that I was playing a very dangerous game right now and needed to bring in investors. But investors aren’t a guarantee — you have to take time to talk to them and, all the while, I have to keep playing this dangerous retail game. In hindsight, I should have brought in an investor around 2018, so I wouldn’t have gone down this path, because I would have had funding and that extra cushion.

What was Sephora’s reaction when you said you were leaving?
Sephora was really surprised, because they have an upcoming Next Big Thing [in-store and online] animation, which we were going to be a part of, and Farsali is a top-20 best-selling brand, despite Covid-19. Sephora suggested we stay as is and said that, if we don’t launch something for the next year, they would understand. But I also don’t know what this journey means to me, personally. I don’t want to stay in Sephora and not be part of the conversation and instead just be in the background.

Could you not have stepped back from your role as CEO of Farsali?
Initially, I had thought perhaps I could just do Sephora.com, because dot-com is easier to manage. But that’s where the personal reasons came into it. You need someone to manage all those accounts. You won’t get a CEO that comes in and does everything that the founder was doing. They need the resources to build a team, like a vp of marketing and vp of operations. It’s really hard to replace a founder CEO with just a hired CEO, because the founders work ungodly hours and constantly put out fires, while a hired CEO is using their experience to build structured processes and manage people. Whenever I’m ready for that level of scale again, I wouldn’t want to [be CEO], because that’s a whole different job on its own and isn’t the best value I can provide.

How has Covid-19 impacted the business?
We will definitely not grow this year. I haven’t done the math projection because for the rest of this year we’re still in retail. Makeup sales have been slower, but we are a borderline makeup-and-skin-care brand, so we’re not as impacted as products like foundation or lipstick. Some products, like our Rose Gold Elixir and Volcanic Elixir, have been doing really well because they’re moisturizing oils.

But retail is something that needs to change with Covid-19, because working with a retailer is very expensive, and a lot of brands aren’t even profitable with retailers because of the overhead. There’s the cost of a field team, sampling, gratis to sales associates, in-store testers and the cost of returns. Typically margins are 60% in retail Amazon is a big threat to retailers because brands can sell through Amazon worldwide, but at a much lower cost to operate.

What will the future of Farsali look like?
Farsali is going through a fundamental shift right now. I want to build a 2.0 brand, but I am trying to figure out those pieces. Once I do that, and when it’s in the position to grow distribution again, I will do it slower than the first time around. I will try to prove it out in North America and then start talking to investors. I’ll show them how this 2.0 brand is doing and what it could look like internationally, and use their support to build that distribution. I’d rather have experts help me in the return [of the brand]. I also think [Farsali sub-brand] Privé becomes a bigger conversation, but I am figuring out how to position it. Do I try to rebrand it in a way where it’s a little bit more recognizable as part of Farsali? It is a Farsali.com exclusive, but now that [all products] will be Farsali.com exclusives? I’m trying to strategize how the two brands will fit together.

Has this experience changed how you view the beauty industry?
The beauty industry has changed a lot has changed since our launch in 2014. This is the time to really sit down and reflect, and think about strategy and what the future could look like. What’s happening in the industry, and how is it shifting? How do products need to be marketed? What is the right way to do that? Because before, it was always about using influencers, but that has changed because influencers have their own brands, and there’s been drama which affects the general trust of their audience. I think every brand needs to have a face of the brand, and that person has to be an influencer for the brand. They have to put their life out there and speak out about what their values are and what they stand for, so people will connect with that person behind the brand. It’s no longer going to be about [outside] influencer endorsements, because the impact of that means a lot less now.

How to Turn Your Sephora Rewards Points Into a Donation to the National Black Justice Coalition

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from seventeen

Amid social justice protests and the call to end police brutality, there’s never been a better time to donate. But amid coronavirus and the economic destruction it has caused, there’s also been no more difficult time to donate. Because of this, do-gooders on the internet have found some pretty ingenious ways to donate money, even when you have no money. There’s a YouTube video you can watch, with 100% of the ad revenue donated to the cause, and now Sephora is allowing Beauty Insiders to donate their reward points.

Instead of cashing in Insider points for a freebie tester product, shoppers can convert them into a $10, $20, or $30 donation to the National Black Justice Coalition, a civil rights organization working to empower Black LGBTQ+ people and those living with HIV/AIDS. And the whole process takes less than a minute.

Here’s how to do it:

Log into your Sephora account, then select “Shop Rewards Bazaar” from the dropdown attached to your icon in the top right corner.

From there, scroll down to find which donation you’d like to select. Unfortunately, you can only participate if you have 500 points or more – 500 points = $10 donation, 1,000 points = $20 donation, and 1,500 points = $30 donation. From there, just add the desired amount to your basket and check out.

While the donation system is a fantastic way to help Beauty Insider (BI) and Very Important Beauty (VIB) users give back to the Black community, for those with a surplus of 2,500 or more points (I’m looking at you, Rouge members) there is a smarter way to donate.

Because of conversion rate (1,500 for a $30 donation), shoppers would be better off cashing in their 2,500 points for a $100 Sephora gift card (a bonus offered on Tuesdays and Thursdays), then making the $60 donation themselves. That way, you’re still making a $60 donation, while getting an extra $40 to spend at Sephora.

That being said, the points system isn’t the only way Sephora is giving back. The beauty retailer has so far donated over $1M, sharing the news in a recent Instagram post.

“We are proud to have given more than $1M to support organizations in our communities like @caresmentoring, @center_for_urban_families, @naacp, @nbjconthemove and The National Coalition on Black Civic Participation Black Women’s Roundtable who are building up Black communities and leading the fight for racial justice and equity,” the post reads. “This is not the beginning of our work and will not be the end. We stand in solidarity with our Black employees, colleagues, friends, and the community.”

With Gisou’s Sephora Debut, Negin Mirsalehi Is Taking Her Honey-Based Haircare Brand To The Next Level

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from forbes

When Negin Mirsalehi joined Instagram as a 20-something graduate student in 2012, she saw the platform simply as a place to post photos of her outfits and follow others who were doing the same. Within just a few years, the Dutch blogger had amassed several million followers, who watched with awe as she shared her favorite coats and handbags and galavanted around the globe. Mirsalehi quickly grew used to fielding questions about her long, luscious hair, which she chocked up to a proprietary honey oil from her family’s bee garden, but she never went into much detail about any of it on her page. After spontaneously posting about the bee garden in 2014, though, Mirsalehi was shocked to see that her audience was there for more than just her sartorial picks and was in fact extremely curious about this buzzing part of her life.

Mirsalehi at her family’s bee garden COURTESY OF GISOU

Excited by her following’s interest in it, Mirsalehi decided to share the whole story. She told of her family’s six generations of beekeeping, how her father started his own bee garden when he came to The Netherlands from Iran, and the role that it played in her own childhood, and she spoke of the power of honey and how her hairdresser mother thought to use the sticky substance in haircare. “When she came to The Netherlands, she wasn’t really satisfied with all the beauty products on the market, so she started doing these like DIY things with honey,” Mirsalehi explains, and eventually, she created the honey-based oil that Negin and her sister grew up using.

After telling her audience about the honey hair oil and how beneficial it had been for her enviable locks, Mirsalehi knew her followers would want to try it for themselves, so, in 2015, she launched Gisou, a haircare brand built around the honey from her family’s bee garden. Five years later, Gisou has grown to include the bestselling Honey-Infused Hair Oil and nine other honey and propolis-based hair products, and starting this month, it will be sold at Sephora.

Apart from online retailer Revolve, with whom Mirsalehi has an ongoing relationship, Gisou has always been sold exclusively direct-to-consumer, so its launch at Sephora marks a monumental shift for the brand. “We were really focused on creating the community that we now have today that’s so strong and so supportive and on building a product portfolio that we are 100% behind,” the founder says. “Gisou is really something that we see in the long-run, and we have really built things very slowly because we believe in it and are so proud of it.”

When Sephora approached Mirsalehi and her team about a year ago, they were willing to have the conversation and entertain a partnership, but it was the mega-retailer’s support and dedication to the brand that convinced the brand. “It was also a personal decision because I love Sephora, and coming from The Netherlands, it’s the first beauty store I go to when I’m visiting the States, Mirsalehi notes. “I’ve always loved the brands they’ve carried and how they work with smaller brands to help try to build them. They’re really brand-builders in that way, and they’ve done an amazing job, so that’s what I love about them.”

Gisou’s complete product line is now available online at Sephora’s website, but starting September 1, it will also be stocked at 60 Sephora stores across the United States and Canada. This move will introduce a first-person experience to the brand for the first time in its five-year history, allowing customers to see, smell, and feel the products before buying them. “The other thing we’re doing with Sephora is launching our mini, so our Gisou honey hair oil will be available there in a milliliter version,” Mirsalehi says. “It will be part of Sephora’s ‘Beauty on the Fly,’ so people can try it out and experience it, and then when they love it, they can buy the full-size.”

The Sephora launch comes at a unique time for the beauty industry, when the Covid-19 pandemic and work-from-home orders have eliminated the need for many products and lessened it for others, but Gisou has actually seen more growth than ever during this time. “Our sales have actually tripled during this period, and I think that’s in part because we are still relatively small and we are direct-to-consumer, but it’s also because everyone is now doing everything at home” Mirsalehi explains. “Gisou is all about doing it yourself, and we try to show people that you can do everything yourself—no hairdresser really needed, so that’s become even more relevant with Covid and everyone staying at home.”

Social media has always played a huge role in Gisou’s identity and growth, and with her personal audience of 6.1 million Instagram followers, Mirsalehi has turned to the platform to build awareness not only of the brand but also around the world of bees and beekeeping more largely. The influencer and founder has always made a habit of taking her audience to her family bee garden, educating them on different kinds of beehives, foundations, and bee frames, and sharing the ins-and-outs of the nine-month-long bee season in Holland. But as Gisou has evolved, she has also used the space to aid beekeepers around the world and bring attention to bee endangerment.

Alongside the brand’s pop-ups in Paris, Amsterdam, and New York, Gisou has partnered with local beekeepers and offered support to them. “The thing that we can do most, especially because we are sort of a digital brand, is bring awareness to everything they do,” Mirsalehi says. “In New York, for instance, we worked with Andrew’s Honey, and we brought our beehive to his rooftop and put his colonies in there, and we told our Instagram following all about what he’s doing. We like to support urban beekeeping because it’s just good for the bees, nature, and all of us in the end.”

Gisou also talks a lot about what people can do to help save the bees, an issue that’s become increasingly well-known in recent years, and one method that Mirsalehi has become especially passionate about is planting bee-friendly flowers. “We now send a mix of bee flower seeds with every delivery, so people can plant flowers for the bees, and that’s good for the bees,” she notes. “You can plant these bee-friendly flowers just in your backyards or on your rooftops, but when it comes to setting up a beehive, you do need more of a proper setup.” Even so, the Gisou founder says that one of the biggest highlights of the last five years has been inspiring other young women to start beekeeping, and she hopes that the Sephora launch and the continued awareness of beekeeping that the brand is creating will help build upon that even more. “Our audience is still so interested in learning more,” Mirsalehi says. “And the more excited they get about it, the more excited I am to share.”

COURTESY OF GISOU

How much does Sephora pay seasonal?

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The typical Sephora Seasonal Cashier makes $11 per hour. Seasonal Cashier hourly pay at Sephora can range from $9 – $15. This estimate is based upon 58 Sephora Seasonal Cashier salary report(s) provided by employees or estimated based upon statistical methods. When factoring in bonuses and additional compensation, a Seasonal Cashier at Sephora can expect to make an average annual salary of $23,532 . See all Seasonal Cashier salaries to learn how this stacks up in the market.

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How much do Sephora workers make an hour?

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The average Sephora salary ranges from approximately $16,000 per year for Retail Sales Associate to $82,031 per year for Store Director. Average Sephora hourly pay ranges from approximately $11.10 per hour for Product Consultant to $16.00 per hour for Retail Assistant Manager.

Salary information comes from 462 data points collected directly from employees, users, and past and present job advertisements on Indeed in the past 36 months.

Please note that all salary figures are approximations based upon third party submissions to Indeed. These figures are given to the Indeed users for the purpose of generalized comparison only. Minimum wage may differ by jurisdiction and you should consult the employer for actual salary figures.

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Do Sephora workers have to wear makeup?

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Sephora employees must wear fragrance and a full face of makeup. “We had a minimum amount that we had to wear every day, and we got written up if we didn’t wear it,” writes Garnetstar28, a former color and fragrance expert at Sephora, on Reddit. “In the beginning it was fun, but when I started working the opening shift I really started to hate having to put that much makeup on at 6 in the morning.”

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