Sephora is capitalizing on limited edition by commissioning exclusive products from brands

To win at beauty today, you need hype — and that’s not just a requirement for brands in the category. Retailers, too, are starting to rely on buzzy exclusives to maintain relevance and continue driving sales.

Ulta has championed this concept, teaming up with brands like Urban Decay and Nars to create exclusive products. And although Sephora also sells some exclusive items from brands like Kat Von D and Bite Beauty (both owned by Sephora parent, Kendo), it’s launching a new initiative to better compete on exclusives.

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