Sephora plans to give little brands a BIG chance with their recently announced “Scouted by Sephora” program. They plan to sell “the next big brands” already identifying 40 brands to participate. WWD reports “eight to 10 brands will be highlighted every other month. The current offerings include Viseart, Tatcha, Juliette has a Gun (fragrance), Makeup Eraser, Reverie, Cinema Secrets, Sunday Riley and Skin Inc. The next installation is planned for late October and will have a global theme.”

Niche brands being given the opportunity to reach Sephora’s customers is HUGE. This opportunity will certainly give these brands an instant jolt into stardom.

This announcement follows a series of recent marketing programs, including a beauty-box subscription offering. I could probably ramble on about how excited I am for Sephora Play and what a smart move this is by Sephora, but I will stop myself here. Enjoy for yourselves!