Sephora’s SDCA 2017 Event: We Got Lifted in Las Vegas

by Michelle McComb September 13, 2017

In August, we had the honor of participating in Sephora’s Store Director Conference of the Americas (SDCA) at The Cosmopolitan of Las Vegas. SDCA is one of the most important conferences of the year for Sephora’s store directors and field leadership. Roughly 70 incredible brands were invited and we were so proud to stand alongside highly-recognized brands like Benefit Cosmetics, Laura Mercier, and tarte.

Since we’re one of Sephora’s newer brands, we knew we had to make a splash with our booth. So we packed up our labs and flipped them. After all, what better way to show just how weightless our squalane is? The response to our Weightless Hydration booth had us absolutely floating on air. Check out the photos below to see how we made it happen!

Behind the scenes The finished photo

Sephora also put the spotlight on up-and-coming and clean beauty brands in their Discovery Lounge. We were thrilled to be showcased alongside brands such as Youth to the People, IGK Hair, and Huda Beauty. As consumers’ desire for more transparency in their personal care products increases, it’s refreshing to see Sephora’s commitment to making indie and natural beauty brands more accessible.

True to this year’s SDCA theme, Making Beauty Personal, we had a blast making a personal connection with the team at Sephora. We can’t wait to do again next year.

Michelle McComb


Michelle McComb
Michelle McComb

Author

I’m what I like to call a beauty “holy grail seeker”, which means I own 150+ nude/pink shades of lipstick and am still on the hunt for the best one. When it comes to skincare, I believe in real ingredients that actually work, not marketing fluff. In my free time, I perform in musicals and play Pickleball. Previously of ipsy and K&L Wines.


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