Why is the makeup store Sephora so popular?

And department stores are moving more products from behind the counter so shoppers can do more testing of their own. In perhaps the clearest concession that customers prefer Sephora’s model, JCPenney has partnered with the brand to open some 430 “store-within-a-store” Sephoras at JCPenney locations across the country. read more

Every Sephora has three worlds: fragrance, skincare, and color cosmetics. “At Sephora, we want every client to have the best experience possible, so our cast members are hired, trained, and certified to be experts in a specific world, like fragrance, color, or skincare,” Razzano says. read more