On Today explained Way back in the mists of time 1998, a new beauty store hit the scene.
Its appeal was choice.
It would put hundreds of these carefully curated beauty brands in a single store.
And as a customer you were free to roam the aisles and test all the products that you wanted to your heart's content.
And that was just a very unusual idea at the time.
You no longer had to be Team Clinique or a Lancome lady.
Maybe for you it wasn't solely Maybelline and that was fine.
In Sephora you were free.
Consumers loved this new way of shopping.
Sephora became a king maker.
It is still a very big deal to get your little brand into a Sephora bay.
But now comes a reckoning.
Does Sephora have too much power?
Get in loser.
We're going shopping.
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