@povbeauty has launched in @sephora and @sephoracanada in a WILD way and I have SO MANY THOUGHTS.

I want to talk about POV Beauty because they just launched in Sephora and their Sephora launch has given me so much insight into the power of this brand. POV was founded last year, influencer, beauty industry veteran, venture capital backing, a tale as old as time. However, a brand that focuses on skincare only has two products focused on color, which

is the lip pencil and the lip ampoule, and they launched with a gondola in Sephora. For context, I've worked with and at brands who launched in Sephora. Normally, when you're a smaller brand, you launch at something called the next big thing wall depending on your store, it's either like in the middle or at the back. It's a very small amount of shelf space and usually you will graduate over time if your

It's a very small amount of shelf space and usually you will graduate over time if your brand expands or if you make a lot of sales, then Sephora will give you more shelf space. But POV Beauty launched with the maximum amount of shelf space that you can get in Sephora, which is wild and it tells me many things. They have people who've been in the industry for a long time because there are lots of

They have people who've been in the industry for a long time because there are lots of smart future proofing decisions that they did for the brand to make sure that expanding would not be very complicated. For example, having packaging be in both English and French from go made launching into Canada very, very easy. And dealing with Canada is very annoying because you not only have to have the English and

very, very easy. And dealing with Canada is very annoying because you not only have to have the English and French, they must be equal weight in the same font. It's a lot. And so clearly they knew that from go or from very early in the brand. They have deep pockets for them to be able to afford the inventory to launch in both the U.S. and Canada and have this gondola and all of this stuff around the launch.

This brand has money. And lastly, Sephora has a lot of belief in this brand. OK, because we have to remember is that with Sephora, when one brand comes in, someone has to leave. There is not a limited space in Sephora. So for a brand that doesn't have a massive offering to be given the maximum amount of space with room to expand in the future, just shows that the buyers at Sephora have a belief

in this brand. Now, keep in mind that they're likely going to expand, especially into color in the future because color needs more space on the shelf. And Sephora has likely already seen the next probably two or three years of NPD because they have these sessions called in the kitchen where you will talk to them about your new launches. They will always have that information because they need to know if they want to give you

launches. They will always have that information because they need to know if they want to give you more shelf space, if they like the products, they might have thoughts about what you're trying to launch. Which is very interesting for this very new brand to be given all this space at Sephora. Clearly Sephora is like they're going to move product and they have the numbers to show it. But I'm so intrigued to see how this is going to shake down.

it. But I'm so intrigued to see how this is going to shake down. Let me know what you think.

But I'm so intrigued to see how this is going to shake down. Let me know what you think.