June 10, 2021

Tea Time! Why Is Sephora Shoving Their Collection At Us So Much? Fall Relaunch?

I receive a small commission if you shop through my link.

Hey! Gather around ladies and lads!

Let’s spill some tea.

What’s up with the Sephora Collection lately? Anyone have an inside scoop? I contacted some industry friends but no one knows anything. Sephora.com has a 4x bonus point on all Sephora Collection purchases with code SCBASKET and recently they also had the entire collection on sale for like 40% off.

Are they relaunching/repromoting for Fall 2021 do you think? It sure feels like they keep shoving these Sephora Collection offers down our throats lately.

The thing is the Sephora Collection for me is a lot like E.L.F…..very hit or miss. Sometimes you find the most amazing gems (especially the brush line. Lipstories Lipsticks, etc….) in it and other times it’s a complete waste of money. I’m sort of sad to say it’s also not something I actively seek out when I go to Sephora. I think when you head in store or even online you’re just wowed by any number of incredible brands and it’s not like you walk into that brightly lit store and say to yourself, “I NEED TO GO SEE THE SEPHORA COLLECTION FIRST!”

The Sephora Collection for me is a little like filler. It used to be something I used to tip me into a free shipping zone (that’s not really necessary anymore since they provide free shipping anyway) or if I wanted to round off my bag. I do like browsing their new releases but many of the newer items are very cheesy and cheap and feel more like they are marketed to someone that’s 12. Ok, yeah, I know, I act 12 but I don’t ALWAYS want makeup that looks like it was created for a tween.

I swear I’m not belittling the collection! Far from it because I do think there are some great products in it. I’m just curious what’s up with all the sales lately…!

I’d love to see them relaunch it but I think it might be too expensive to do so.

We’ll see when Fall 2021 arrives.

What do you think is going on?


I receive a small commission if you shop through my link.

About the Muse

Isabella MuseIsabella is just an average everyday geeky girl who doesn’t blend her eyeshadow correctly, wears too much blush, and hopes she never finds her holy grail products because she likes the thrill of the chase so much. Her mission is to bring you super honest reviews on makeup, skincare, fragrance and all things beauty. She’s in no way an expert on the topic and she sure as hell isn’t a super model. But she’s passionate about makeup and is seeking like-minded individuals that like pina coladas, getting caught in the rain, and ones that enjoy spending hundreds of dollars at Sephora without feeling buyer’s remorse. If you’re that person feel free to reach out and leave a comment or follow me on Facebook, Instagram, Twitter, and Bloglovin‘.

Leave a Comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.


  • kimkats

    Hmmm… I wonder if its’ a relaunch or the death of the line. I found a few gems in it – their gel/creme eyeliners were the bees knees!! Awesome colors, wear time and price. I understand some of the foundations are nice too, but I’ve stopped h00ring around with foundations; I found what I love (evne tho it’s discontinued now) but I stocked up enough to last me til retirement. So I’m good. I hope they aren’t discontinuing the line – it is massive so maybe it’ll relaunch on a smaller scale? I hope?

    • Isabella Muse

      I think it’s impossible to kill it….! they might just surprise us with new packaging or something!? The Lipstories old formula eye makeup remover, the cushion foundation, they some good runs ;-D Smaller scale would be good as currently it’s a little overwhelming!

  • kjh

    Is that meme Whatever Happened to Baby Jane? Might have been the first movie I went to without adults. Rite of Passage. I can’t imagine Sephora without a house brand. They screw around with skincare and treat it like a changing seasonal product, huh? As you guys mentioned, liners and lipstick, always reliable. Virtually every one of their brands can be duplicated in another nearby store. I think I’ve seen this change of direction w/S before. It seems like waffling or lack of transparency. Probably S is at a crossroads selling their souls to the devil. There, I did it. People who do not know the story of Robert Johnson’s Faustian pact for guitar mastery will not understand. And object.

  • Agona

    They’ve been more miss than hit lately but they used to have gems. I Ulta brand is hit and miss too burn more hits than Sephora.

    • Isabella Muse

      truth! Not a lot of good stuff lately aside from new lipstories! Sephora def has more hits than Ulta imho!

  • Renae

    Sephora is offering a lot of perks/sales lately. Having been the recipient of a huge collection of their Clean line of makeup and skincare a year or so ago, I can honestly they definitely have some winners. Their HYA Brightening Eye Cream is great, as are the Glow Peel Pads (I believe these are both made in France,) and I love the Clear Days Mattifying Booster Powder for my nose and forehead after applying makeup because they’re always shiny. Their Best Skin Ever Foundation is also really, really nice (I bought this one myself.) It has the same consistency as Armani’s Luminous Silk, but it’s not as glowy.
    What I do know for certain is Sephora is altering their outreach to customers by having surprise sales, etc. and giving out products to a wider group of customers. I’m not an employee, just a makeup addict.

    • Isabella Muse

      Yeah! It’s been an endless sale with them lately. I never tried the Hya brightening eye cream gotta go look at that! Sephora def has been doing a good job with sales lately and price matching. It’s refreshing to see!

  • Renae

    I forgot to mention a few other items, since Sephora’s having a points multiplier now: the Vegan Hydrating Lip Balm is one of the best I’ve used to heal my chapped lips, the Clean Solid Deodorant actually works, and the Sheer Liquid Eyeshadows are very pretty. Those need a primer and a little more time to dry than some brands, but they last.

      • Renae

        You are so welcome! It’s the least I can do since your site has saved me money? lol by listing all the great sales.

  • Dee

    I’ve wondered if they are getting rid of it too, but I guess that would difficult to do. Like you, I find it very hit or miss. I’ve found some great brushes but also some real stinkers and I do like their Eye Love palettes. But I NEVER search for Sephora products, ever.

    • Isabella Muse

      It’s weird they are forcing sales on it but I don’t think they’d complete eliminate it that’s why I was thinking maybe a revamp? I love their brushes and some of the makeup is great but yeah, neither! Not something I actively seek out!

      • Agona

        I haven’t tried their new brush line (the one that launched a couple of years ago) but did enjoy the brushes before then (with the silver ferrules).

  • Agona

    I think the only Sephora-branded products I currently own and use is an retractable eyeliner in a shimmer cream color for my bottom inner waterline and 3 lipsticks. I wish their store brand was more reliable.

    • Isabella Muse

      They have some pretty good gems but you gotta dig through a lot of bad stuff to get to ’em!

  • JoElla

    I did hear from my favorite Sephora rep that they are sticking with the “nude” shades of lip liners, all the fun colors are on sale. And I found out they will be in JC Penny’s till 2022.
    That’s all the scoop I have.

    • Isabella Muse

      OOOOO interesting! I thought they’d be out by the time Kohl’s went live!

  • MarinaD

    I looove their brushes with the silver ferrules. They’re absolutely bomb. I’m still disappointed that they discontinued their nail polish line a few years back. I’ve bought their lip scrub in a bullet form. Other than that, I usually don’t shop the Sephora Collection line.

    • Isabella Muse

      Me too! They really are awesome. Gosh I almost forgot about the polishes! It’s been ages hasn’t it?