A growing number of makeup lovers are noticing a dramatic shift on Sephora’s shelves. Once-dominant beauty brands like Buxom, Stila, KVD, Makeup Forever, and even MAC seem to be slowly fading from the retailer’s lineup, replaced by viral TikTok brands and influencer-driven products. This trend has sparked an online debate about whether Sephora is sacrificing quality and artistry for short-term hype.
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Beauty Veterans Losing Ground
Several Reddit users pointed out that Stila and Makeup Forever (MUFE), once staples of Sephora, now have only a fraction of their original product range in stores. “Makeup Forever and Stila used to have a ton of products at Sephora. Now they only have a few things and it looks like they are phasing the brand out completely,” one user wrote.
Longtime fans of these legacy brands expressed frustration. “I’m so sad because these brands used to have amazing products. I don’t care for the TikTok brands, it’s usually hyped for no reason,” said user Historical-Body-3424, who noted a decline in the variety and availability of once-iconic items.
The Influence of TikTok Beauty
The consensus among many beauty shoppers is that Sephora is following the money, and in 2025, that money is on TikTok. Viral products, often backed by influencer marketing, can sell out within hours and generate massive online buzz.
“Gimmicks unfortunately sell faster than established formulas,” one user commented, pointing to how short-lived viral products often dominate sales compared to tried-and-tested classics.
Even brands like MAC, which still have a loyal following among professional makeup artists and longtime customers, are not immune to this shift. MAC, once considered the gold standard for artistry, is now more visible in Ulta and department stores rather than dominating Sephora’s shelves. Learn to do smart marketing using tiktok.
Are Legacy Brands Really Dying?
Not everyone believes this change signals the end for these brands. Fans of Makeup Forever highlight that some products, like the Wherever Walnut lip liner and the new multi-use crayons, are still popular both on TikTok and offline.
“MUFE is as relevant as ever. The new cream crayons are so good, Anywhere Caffeine is my current bronzer,” said one user.
Similarly, MAC continues to enjoy strong global recognition despite fewer in-store offerings. “MAC isn’t unpopular. They still have diehard fans and epic products,” another user argued, noting that MAC’s pro-artistry line remains a favorite for makeup professionals.
Nostalgia for the Beauty Counter Era
Beyond the product lineup, some shoppers are lamenting the loss of traditional beauty counter experiences, where makeup artists offered personalized service and guided customers through product selections.
One former beauty counter employee recalled, “I miss real limited-edition launches, innovation, and companies taking time for reformulations instead of pumping out $5 palettes they can’t keep in stock.”
This sentiment was echoed by multiple commenters who felt that today’s TikTok-driven beauty landscape caters too much to younger consumers, prioritizing flashy marketing over high-quality, long-lasting products.
Decline of Stila, KVD, and Other Classics
Brands like Stila and KVD Beauty appear to have been hit hardest. Stila, known for cult favorites like the “Kitten” eyeshadow and liquid liner, has struggled to expand its range and maintain relevancy. Meanwhile, KVD Beauty has seen a steep decline since its founder Kat Von D left the company, with many calling the brand “dead” due to lack of innovation and controversy surrounding its past.
Consumer Behavior and Sephora’s Strategy
Sephora’s current strategy appears to be influenced by changing consumer behavior, particularly the rise of Gen Z shoppers who rely heavily on influencer recommendations and TikTok reviews.
While brands like Charlotte Tilbury and Rare Beauty continue to dominate thanks to both quality and influencer buzz, more traditional brands, those not actively investing in social media marketing, risk being overshadowed.
Some argue this shift is inevitable: “All those brands you mentioned, except for MAC, have not been good/popular for some time now,” one user noted. Others blame the economy and the decline of in-person shopping, with legacy brands cutting back on counters and standalone stores.
Will Sephora’s TikTok Gamble Pay Off?
The debate raises a bigger question: Is Sephora alienating longtime customers by chasing viral trends? While TikTok-driven brands often create quick sales spikes, beauty enthusiasts argue that trust and artistry, the cornerstones of brands like MAC and MUFE, are being lost in the process.
As one nostalgic commenter put it:
“Shopping for makeup used to be fun and an experience. Now, I feel like I have to spend hours reading reviews and Reddit posts to know if a TikTok product is worth it. I miss the artistry.”
Final Takeaway
Sephora’s pivot toward TikTok trends reflects broader changes in the beauty industry, where social media virality often outweighs heritage, quality, and loyalty. While some established brands are still holding strong, Sephora Replacing Iconic Makeup Brands, while others risk fading into the background unless they adapt to this fast-paced digital beauty era.
