For the uninitiated, Sephora Collection is the store’s own-brand offering, encompassing makeup, skincare, hair care and body care products. The lineup is ever expanding and price points are all rather reasonable, with most bestsellers coming in at under £20. Perhaps due to the relatively un-flashy packaging or moderate marketing support, there isn’t much buzz about Sephora Collection. However, this by no means indicates that the brand is unpopular. Our American beauty editor peers almost always namedrop Sephora Collection products when we ask them about their beauty routines, and for good reason.