If you’re like me, a few years ago, a trip to Sephora would have been like a journey to “hit or miss” land. NOT because they don’t have the products you want (they do), but because it’s so hard to navigate through the store to find exactly what you’re looking for.

Often, I would come back home victorious. Sometimes, I would leave puzzled. I just didn’t know how to wade through the choices without spending hours at the store. It’s a good problem to have, but not when you’re short on time.

Sephora has upped its game and fixed this problem with its HOT NOW newsletter and feature (you can find this on their site). What this is is a rundown of the hottest trends and products that are popular in the store and why. You’ll also find videos of the products in action, which I think is an excellent way for the brand to spotlight tutorials of the best sellers. It’s a way for Sephora to highlight their “best of beauty” in the way that magazines like Allure and Good Housekeeping have traditionally done.

Sample of current “Hot Now” newsletter

But that’s not all: the brand is now doing “Friday’s at The Sephora Beauty Studio,” a brilliant series of beauty tutorials that will take place now each Friday through May 27^th, all 15 Sephora locations in Manhattan. All you need to do is stop by any location (no appointment necessary) after finding out where your favorite brand will be.

Here’s a sample of the line up for this Friday, May 6th:

Yves Saint Laurent at Sephora 5^th Avenue, 1-7 pm:

• Candy Coated Express Service

Learn to create the perfect balance between a smokey eye and candy colored lip with YSL’s experts and their new Volupte Sheer Candy.

After your Candy Coated Express Service, stay for a special musical appearance by Jessica 6 at Sephora 5^th Avenue, 5 pm:

• New York City’s Jessica 6 will be performing hits from their debut album, See The Light, at Sephora this Friday. A revitalizing blend of disco, hip-hop, electro and classic house, Jessica 6 will have your body moving to the music without a second thought. Get glam while getting the party started and come to Sephora to hear the soulful voices of this lyrical trio mixed with pulsating electronic beats!

tarte at Sephora 34^th Street, 1-7 pm:

• Blush & Bronze Express Service

Get a gorgeously glam bronze glow and a pop of long lasting cheek color … that’s naturally good for your skin with the pro’s from tarte. Plus, keep an eye out for tarte founder Maureen Kelly from 1-3 pm!

Tweezerman at Sephora 42^nd & Madison, 12-6 pm:

• Beautiful Brows, Beautiful Cause Express Service

Let the experts of Tweezerman show you how to get beautiful brows with a complimentary brow shaping. What’s even better is this Express Service goes along with a beautiful cause, celebrating Tweezerman’s partnership with Starlight Children’s Foundation. Come meet Starlight children and families from 10 am-12 pm and check out Tweezerman’s Reach for the Stars Collection in which a portion of the proceeds will benefit the Starlight Children’s Foundation.

Bliss at Sephora Columbus Circle, 2-8 pm:

• Energizing Mask Express Service

Treat yourself to a quick energy boost and instant skin revitalization with Bliss’s Triple Oxygen Instant Energizing Mask and a skincare routine personalized for your specific needs.

We are completely impressed at this array of services and plan on stopping by (sorry gals, it’s only offered in Manhattan for now).

Tell us your experiences with Sephora. How do these new initiatives measure up?

– Charu Suri

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