Sephora Sale: Are We Saving?

By Dani Friedman, Staff Writer Edited by Eleanor Unsworth

Twice a year, one of the most popular sales occurs: the Sephora Sale. Weeks leading up to the sale, which occurs in both spring (around April) and fall (around October and November), are filled with influencers, bloggers, and magazines telling consumers what to buy. As social media and advertising get bigger and bigger, so does overconsumption. The reason is simple—as trends go by fast, and influencers constantly tell you what “you need,” and “this is the best time to buy this,” or “this changed my life,” consumers start feeling like these items are essential. If they don't get it, they're the odd one out. There are many ways to shop the Sephora Sale smartly without falling into these traps.

One industry that has seen major growth in overconsumption is the beauty industry. The beauty industry revenue amounted to $639.47 billion in 2025, which is a 7.3% increase from the previous year. Continuing that projection, that's about $683.15 billion in 2026. This revenue amount will grow at a compound annual growth rate (CAGR) of 6.76% from 2025 to 2034 to hit about $1,151.25 billion by 2034. 42% of beauty purchases made by 18-24 year olds were inspired by social media. According to Zippia, 37% of shoppers discover new brands through social media ads, and 66% of customers discover brands on social media through celebrity endorsements and bloggers. Additionally, 33% of beauty shoppers like or follow a brand on social media. This further conveys the major role of social media as a key platform for brand discovery. 

Clearly, social media has a massive impact on consumption. Fetch spoke with Dr. Faren Karimkhan, a Professor at the Newhouse School of Public Communications and an expert in social media marketing and social media influencer marketing within the fashion and beauty industries. Her research focuses on the impact of influencer characteristics on consumer behavior and also includes studies on multi-cultural marketing and ethnic consumers' experience with the Fear of Missing Out (FOMO), to understand more about media's role in consumer habits. Dr. Karimkhan discussed influencer credibility, which is built on trustworthiness, expertise, and attractiveness, encompassing both physical and social appeal. In 2023, 61% of consumers trusted influencer recommendations more than traditional advertisements. Authenticity is crucial for influencer success, as it reflects genuine opinions rather than purely commercial motives. This constant exposure normalizes frequent purchasing and creates a perception that everyone is always buying and using new products, making it appear as a standard part of modern life. So, when the Sephora Sale comes around and everyone is talking about their favorite products, consumers start thinking about how they “need more” products. According to CreatorIQ, Sephora's influencer content on TikTok generated almost $40 million in Earned Media Value (EMV) during the first nine months of 2024, which represented about 10% of its total TikTok EMV for the year to date.

Dr. Karimkhan also emphasized the Fear of Missing Out (FOMO) and emotional appeals. 65% of purchases are caused by FOMO. This FOMO is boosted by media encouraging overconsumption through urgency and social pressure. Sephora's Beauty Insider program uses FOMO through early product releases and special events, which make customers feel special and privileged. Also, having different tiers with different sale amounts adds to it. Consumers are bombarded with messages urging them to act quickly to secure limited-time deals. Phrases such as “Run, don’t walk!” or “You can’t miss this!” are designed to create a sense of urgency and anxiety, pushing consumers to make impulsive purchases. Social media, especially TikTok, further exacerbates FOMO in regards to microtrends. In fashion and beauty, trends emerge and fade within weeks, prompting people to continually purchase new items to stay current. Like old seasonal cycles, limited-edition items quickly make past purchases feel outdated. Seeing others enjoy these products on social media makes consumers feel as though they are missing out on something special or exclusive. 

Dr. Karimkhan’s final and most timely point is that advancements in technology, particularly in artificial intelligence (AI) and algorithms, have enabled media platforms to refine their advertising strategies, thereby further fueling overconsumption. AI enables brands to track user behavior, preferences, and online activity, allowing them to create highly personalized and targeted advertisements. These ads are designed to appeal directly to individual consumers, making them more likely to resonate and lead to purchases. Retargeting ads, which repeatedly show products that a consumer has previously viewed, is another tactic used to encourage impulsive buying. This level of personalization makes it harder for consumers to resist purchasing, as the ads are tailored to their specific interests and desires. Dr. Karimkhan makes the point, “If you just turn off your phone for a week during the holiday season or during Black Friday, you are going to end up saving a lot of money…Because you are not going to know about every single one of these deals.”

This year's results from the Sephora sales are especially interesting. This past spring, the amount sold during the Sephora sale actually decreased. This was caused by an increase in sales on platforms like Amazon and TikTok shops. Because of the added pressure, Sephora is stepping up their game. In September 2025, Sephora partnered with Motom to launch My Sephora Storefront, enabling direct relationships with creators and their audiences, rather than losing sales to third-party sites. Purchases through creator storefronts still qualify for Beauty Insider points, keeping customers within Sephora's ecosystem. This benefits Sephora-exclusive brands, as they can offer unique deals to encourage creators to feature their products rather than directing consumers to other brands. 

But how do we actually save? Dr. Karimkhan says that to save money and prevent overconsumption (especially during the holiday season) it's important to plan ahead, research, know what you're getting, and stick to your plan. Ideally, skipping holiday shopping altogether is even better. Shopping at full price outside the holiday season is preferable, as the high exposure to sales and promotions during this time increases the likelihood of overspending. Consumers can also wait before purchasing to see if they really want it. Ask yourself if you truly want that item, or if everyone else is just talking about it.

Overconsumption in the beauty industry is driven by powerful forces, including social media, emotional marketing, and advanced, AI-driven advertising tactics. The influence of the Sephora Sale illustrates how influencers, FOMO, and targeted strategies can easily steer consumers toward impulsive, often unnecessary purchases. Still, smarter shopping is within reach. With proactive planning, thorough research, and a commitment to resisting fleeting trends, consumers can make more mindful spending decisions. Limiting exposure to persuasive promotions and social media during peak sale seasons further helps curb the urge to overspend.

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