I remember when I used to spend hours upon hours searching Sephora.com for products and brands that I had never heard of. It was like every single time I checked, some indie brand had come out with something even cooler, even newer. Unfortunately, in recent years, Sephora has chosen its guns and has been sticking to them. No longer do I go on the "brand list" page and search for the next "it" company. It's a shame really, because the original business plan at Sephora was to seek out the best indie brands and make them known world-wide. Nowadays, it seems like they have their top 15-20 brands who come out with scheduled launches about as predictable as the moon cycle. I have noticed in the last couple of years that the true makeup junkies out there have shucked Sephora and Ulta aside to being the search for more original, exciting brands/products. Forums and blogs are jam packed with reviews of lesser-known brands and if you search further, you will notice that each forum has its own cult product favorite. It's amazing the impact these community based trend starters have, one or two reviews later, and drugstores nationwide sell out of a single color or item. It's how trends are supposed to start; not from a sell sheet or a marketing strategy, but from the treasure hunters themselves, the ones who venture out into the wild and drag the gold back to their caves. I'm happy to find this new beauty website (http://www.glow.com/) filled with brands not found in every mall in America. Because what's worse than wearing makeup with the equalivent distribution as the Big Mac?
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