Last weekend, Sephora converted three stories and 25,000 square feet into 16 showcase rooms at The Majestic Downtown in Los Angeles to celebrate its 20th birthday. Dubbed Sephoria House of Beauty, the much anticipated, Instagram-worthy event, which featured 50 brands, dazzled its lucky guests . . . and then some! The rooms included the Foundation Closet, where attendees could get matched with their perfect shade from a variety of brands; the Custom-Palette Room, where guests could create their own palette from brands such as Make Up Forever and Urban Decay; and the Fragrance Bar Room, where party-goers could drink cocktails...
Instagram is a mecca for all things beauty, including upcoming launches, new releases, latest trends, and reviews. Oh, and also mini fridges as it turns out. These have been a thing for storing skincare and cosmetic products for awhile in South Korea, and only recently have become more popular in the US -- including on the Instagram feeds of beauty influencers.
So why would you ever chill a cosmetic product, and which products in particular should be stored this way?
Seeing so many new releases and must-haves daily in colorful, beautifully crafted photos on Instagram, it's easy to accrue quite a collection of beauty products. Besides the dilemma of finding a place for everything, it's hard to find time to use each product, often creating a lot of unused items, and eventually waste.