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!
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.
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We've teamed up with over a dozen natural skincare and cosmetic brands to form the Counteract Coalition, an alliance of clean beauty brands that support the Personal Care Products Safety Act introduced by Senators Dianne Feinstein (D-CA) and Susan Collins (R-ME). Last month, representatives from each Counteract Coalition brand headed to Washington, D.C. to meet with lawmakers to lobby on behalf of this crucial legislation.