Well this is exciting news! I just saw this on WWD.com and had to share:
It Cosmetics, one of the strongest selling of the new generation of indies, is amping up its retail firepower with plans to enter Sephora in September, while continuing to stoke its three-year-old business with Sephora’s archrival Ulta Beauty. The move also signals another transformation. “We are launching a collection of pure play skin care for the first time,” said Jamie Kern Lima, chief executive officer and cofounder of the company.
... The first pure-play skin-care product, Confidence in a Cream, was launched in January as part of the core assortment and will be included in the Sephora collection.
Does this mean special Sephora-exclusive IT Cosmetics value sets in our future? Will IT Cosmetics be featured in future Sephora Favorites sets? So many questions! I guess we'll have to wait and see, but for now I'm just so excited by the possibilities. How about you? Thoughts?