The Mothership of Beauty: How Sephora Curates Its Shelves, Transformed the Industry, and the Hottest New Must-Have Products With VP of Merch Cindy Deily

Lipstick on the Rim

Sony Music

Fashion & Beauty, Society & Culture, 681313, Arts, Education

4.2 • 853 Ratings

🗓️ 17 June 2025

⏱️ 52 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

If you’ve ever wondered how Sephora decides what products make it onto their shelves—or why some go viral and others never show up—this episode is for you. We’re joined by Cindy Deily, Sephora’s Vice President of Merchandising for Skincare, who’s been with the company for nearly two decades and is the ultimate insider when it comes to spotting trends, launching brands, and shaping the beauty industry. She’s helped build the careers of brands like Drunk Elephant, Tatcha, and Summer Fridays, launched the iconic “Clean at Sephora” program, and has personally tested thousands of products. In this conversation, Cindy takes us behind the scenes of Sephora’s curation process, reveals the cult-favorite items they can’t keep in stock, shares which trends are about to blow up, and explains why Sephora is still the mothership of beauty. From dry shampoo to de-influencing, tween skincare to sustainability, this is your all-access pass to the most powerful retailer in beauty. Mentioned in the Episode: Oscar Blandi – Pronto Dry Shampoo Powder (Discontinued) bareMinerals Perricone MD Too Faced Cosmetics Benefit Cosmetics Benefit Cosmetics Benetint Cheek & Lip Stain Benefit Cosmetics High Beam Satin Pink Liquid Highlighter Healthy Child, Healthy World by Christopher Gavigan The Honest Company YSE Beauty Drunk Elephant Tatcha Youth To The People Summer Fridays Summer Fridays Jet Lag Mask Summer Fridays Lip Butter Balm rhode (@ Sephora) rhode One/Size by Patrick Starrr Touchland Power Mist Hydrating Hand Sanitizer Sol de Janeiro Body Sprays Laneige Patrick Ta Ultra Violette Merit Charlotte Tilbury Josie Maran Body Butters A Sony Music Entertainment production. Find more great podcasts from Sony Music Entertainment at sonymusic.com/podcasts and follow us at @sonypodcasts To bring your brand to life in t Learn more about your ad choices. Visit podcastchoices.com/adchoices

Transcript

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