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The best thing about spring, aside from the warmer weather, is undoubtedly the abundance of sales events. There was Ulta’s newly launched Semi-Annual Beauty event in March, immediately followed by Amazon’s Big Spring Sale. Now, Sephora’s Savings Event is here, offering the best and buzziest beauty products on sale.
Sephora’s Savings Event, which kicked off on April 5, runs through April 15. Typically a biannual event, the sale is full of deals for Sephora Beauty Insiders across membership levels. Online shoppers using the code YAYSAVE on Sephora’s site or SCSAVE on Kohl’s site earn discounts of 10-15%, based on their membership tier.
But consumers are becoming more selective with their spending, even during sales. As such, relying on creators for recommendations is catching on.
On TikTok, the hashtag #sephorasale has nearly 80,000 posts, which include videos of creators sharing their must-buys, the products to avoid and the items they’re purchasing for themselves during the 10-day event. One of the most-liked videos from this season’s batch of Sephora sale content comes from the creator @theglownarrative. The video, which has nearly 56,000 likes, includes product recommendations for brands including Pat McGrath, Saie, Merit and Ilia — all brands that have experienced their own virality on the social platform.
“We’re getting back to seeing bestsellers being influenced by beauty creators. … That’s especially on TikTok, now that people are anti-gatekeeping,” said Caner Daywood, global director of content strategy at influencer agency Buttermilk.
Daywood also called out specific brands that are set to be winners during the sale.
“Celebrity-led and influencer brands like Rare Beauty, Patrick Ta and One Size are typically favorites [during Sephora’s sale],” he said. “The same goes for cult classics with pharmacy elements, like Caudalie, plus indie, obscure brands and brands that have recently dropped bestsellers.”
Trendy beauty products are also set to fly off the shelves, he said. “We’ve seen quite a big trend in lip [products],” he said. “And everyone was hoping at the top of the year that we’d see a resurgence of maximalist glam. … But pink, soft glam is everywhere at the moment, and that’s going to influence [purchases].”
From TikTok-buzzy beauty products to beauty cabinet staples, below is a list of items to consider shopping during Sephora’s Sales Event.
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