Sephora gives mega boost to micro brands


Beauty giant Sephora is giving prime-time exposure to a handful of indie cosmetics brands that have never appeared on retail shelves.

The new initiative, “The Next Big Thing,” was unveiled at Sephora’s biggest-ever store in Times Square, which opened Friday.

In addition to staples like Chanel, MAC, Urban Decay and Too Faced, the 16,000-square-foot emporium will feature little-known, upstart brands such as Major Glow from celebrity makeup artist Patrick Ta.

In all, some 18 brands that have thus far been sold only online — including the Korean brand Kaja, Melt Cosmetics and Pretty Vulgar — will be brought into Sephora’s 2,500 stores by September.

It’s the first time that Sephora will create a designated space for incubator cosmetics at its stores, with most of them exclusive to Sephora. The retailer is not investing in the brands, a spokeswoman for the retailer told The Post.

“We are incubating these niche brands which are stars on YouTube and on social media sites,” Sephora beauty director David Razzano told The Post.

Ta, who has 1.3 million Instagram followers and such clients as Olivia Munn and Ariana Grande, launched Major Glow in April.

“There’s nothing like being able to touch the products in person,” Ta told The Post. “I’m thrilled to be carried in the store — it’s so surreal to see my products sitting on an end cap next to these iconic brands like NARS and Armani.”

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