Sephora is a beauty retailer that has gone from a regular perfume store to a beauty empire with more than 2,500 stores in 34 countries. For almost half a century of history, the brand has faced several major reputation scandals, amazed with ingenious marketing strategies, became a cult and changed the beauty industry. In this book, you will learn how Sephora has changed the rules of the game for 40 years, what the beauty industry will be like in the future, and why Sephora's story is important to everyone who loves make-up.