Brand Promise

We know the big, beautiful world of Sephora can be a little overwhelming. That’s why we created Sephora Favorites: to make beauty discovery easy and accessible for all. We’re on a never-ending quest to round up the best and brightest and to make it fun for you to try them on for size— without sacrificing your wallet.
For the Sephora newbie, our bite-size sets offer an affordable glimpse into the world of prestige beauty.
For the try-it-all devotee, our larger kits do a deep dive into the categories and ingredients Sephora does best.
For the luxury enthusiast, our mini collections bring together the biggest names in the beauty world. And for the trend-setting hype chaser, our rarest drops combine all things cutting edge and cool. So, go ahead and grab a set. Rip it open. Make a mess and have some fun. Let the discovery begin.

Brand
Personality

Imagine you had a friend that was passionate about beauty. She understands the latest ingredient innovations and what makes for a killer hair day. But most importantly, she understands you. She sees where you are in your beauty discovery journey and meets you there. She knows that for you, finding the right products, or sometimes even knowing where to start, can seem intimidating and costly.
It is her passion for helping you find your first—
or fiftieth—Sephora holy grail that she brings to each of our thoughtfully-selected sets. She serves as both tour guide and cheerleader for your unique journey, encouraging you to try new things, take risks, and have fun along the way.

Tone of Voice

Similar to Sephora the retailer, Sephora Favorites clients are all at different points in their beauty journeys. We use a friendly, playful tone whether we are speaking to a Sephora newbie or a Rouge member who never misses a new release. Because no matter what level you are at, beauty discovery should be fun.

Sephora Favorites - Hello!

Hello’s identity is friendly, conversational, and non-intimidating. In a world where the sheer profusion of Sephora’s product offering can be intimidating, Hello offers a risk-free and uncomplicated way to dip your toe into the best Sephora has to offer.

Packaging

Digital Experience

Paid Ads

Sephora Favorites - Luxe

The Luxe identity is elevated but not stuffy. The Luxe shopper is savvy - they know they like nice things and choose the brand for its value. We don’t talk down to then, instead we turn the typical luxury voice on its head with pithy copy that sounds like a conversation between two fancy friends.

Packaging

Digital Experience

Sephora Favorites - POP

The POP identity is playful and even a little weird at times. Each box theme has a unique theme and expression, and we use copy to make product storytelling relatable and even shareable to a Gen Z audience through the use of popular internet and meme language.