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

by Michelle McComb September 13, 2017

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

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.


Leave a comment

Comments will be approved before showing up.


Also in Lab Notes

Clean Beauty Takes on D.C.
Clean Beauty Takes on D.C.

by Michelle McComb October 18, 2017

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.

Nontoxic Relationships
Nontoxic Relationships

by Mollie Jensen September 26, 2017

We take your clean beauty seriously. Which is why we’ve partnered with two organizations dedicated to uncovering the truth about toxic ingredients in your beauty products: EWG® and Think Dirty.®
Rewind: #2000Reasons Why Our Community Turns For the Better
Rewind: #2000Reasons Why Our Community Turns For the Better

by Michelle McComb August 30, 2017

Back in June, we gave you 5 reasons why you should care about what’s in your skincare products. The key takeaway? It’s just as important to think about what goes on your body as what goes in it. We encouraged you to turn the box over and know what you’re putting on your skin.