Sephora’s holiday party on December 5 was not just a celebration — it was a toast to the founders behind the beauty industry’s most beloved indie brands. Hosted at The Nines in Manhattan, the event brought together top beauty minds, including members of Sephora’s executive team, brand founders, and the editorial community, all under one roof.
Among those in attendance were Sephora’s Beauty Directors: Myiesha Sewell, David Razzano, Melinda Solares, and Helen Dagdag. As the voices behind the prestige beauty retailer, their roles span from offering expert beauty advice to forecasting trends across Sephora’s platforms.
Sephora’s Chief Marketing Officer, Zena Srivatsa Arnold, kicked off the evening with heartfelt thanks. “We come with a ton of gratitude for our partnerships, whether you’re a brand founder or a member of the press,” she said. “This year, these partnerships have been fundamental to our success. As CMO, I have the honor of telling the story of why Sephora is so great and how we bring our values to life, whether in-store, digitally, or face-to-face.”
Arnold touched on the retailer’s recent holiday campaign, which takes a fresh approach to gift-giving. “We focused on what’s often the biggest worry during the holidays: choosing the right gift. Our message? ‘Don’t overthink it. Give something beautiful.’ Whether it’s body lotion or skin care, we made it simple — and the response has been incredible.”
Sephora’s holiday campaign has been driving both engagement and foot traffic, Arnold said, adding, “With four weeks left in the year, we’re just getting started. Our key differentiation? The exceptional products and brands we carry, many of which you’ll meet tonight.”
Carolyn Bojanowski, Sephora’s Executive Vice President of Merchandising, shared her excitement about the season. “What my team and I get to do is truly a dream job. Working with incredible brand founders and seeing the results of a year’s worth of collaboration hit the shelves — it’s our ultimate unboxing moment. And sales? They’re on fire.”
Among the many founders present were iNNBEAUTY’s Alisa Metzger and Jen Shane; Saie’s Laney Crowell; Glow Recipe’s Sarah Lee and Christine Chang; Crown Affair’s Dianna Cohen; LoveShackFancy’s Rebecca Cohen; Phlur’s Chriselle Lim; and Dieux’s Charlotte Palermino. Each founder brought their unique energy to the event.
Glow Recipe’s Christine Chang, fresh from a successful Master Class Series tour across 11 cities, spoke about the brand’s commitment to education. “We’ve found that consumers now understand the nuances of skin care formulas, and that level of education builds a deeper connection,” she shared, explaining that the tour was held in partnership with Sephora.
Sephora’s Beauty Director, Melinda Solares, emphasized the retailer’s unique value. “No one else offers the depth or excitement that we do,” she said, citing holiday best-sellers like Winnie Harlow’s skin care line and the Sephora Perfume Sampler Set.
Saie’s Laney Crowell teased an exciting product launch on December 26, adding, “Sephora has been the ultimate brand builder for us. We’re expanding to two bays in 300 to 400 doors in February, and we can’t wait to share what’s next.”
Phlur’s Chriselle Lim noted that holiday shoppers are gravitating toward trial sizes and layering sets, with a major exclusive launch coming January 7.
For Bojanowski, one key takeaway was the rise of fragrance as a major gifting trend in 2024, largely driven by social media and influencers. “Look at LoveShackFancy,” she said. “The founder truly embodies her brand, and it resonates with consumers.”
As the night progressed, so did the festive atmosphere, which was highlighted with passed hors d’oeuvres, champagne fountains, a gingerbread house, beauty-themed cookies, and a gifting station where guests could choose from an array of monogrammed apparel items. Overall, it was clear: Sephora’s holiday spirit wasn’t just about great products — it was a celebration of the brands and the passionate people who make them shine.
