Sephora Steps Into the Movie Biz with Divergent


Sephora is breaking into the movie biz with its latest collaboration!

The beauty retailer partnered with Shailene Woodley’s upcoming sci-fi thriller, Divergent, on a collection of color cosmetics. While CoverGirl’s Hunger Games collection was filled with a rainbow of hues, this collaboration focuses on more muted tones which anyone can wear. “The story line is about discovery and female strength, and has many alignments with our mission and DNA,” Margarita Arriagada, chief merchant of Sephora told Women’s Wear Daily.

The set includes three limited edition eye palettes, a cheek palette, and four lip glosses fashioned after each of the series’ factions. If you need something a little more streamlined, the Limited Edition Multi-Piece Collector’s Palette holds the High Pigment shadows, blush, bronzer, and lip gloss.

A High Gloss Transforming shadow accompanies the four High Pigment shadows in each palette that adds a mirror-like reflection to the shades and can snap off the rest of the palette. “[T]he Transformer shades came out of a brainstorming session after the Pro Team visited the movie’s set,” she said. The mirror effect even carries over to the 7-Piece Nail Art Kit with one High-Gloss Transforming Nail Lacquer to add a new dimension to the 5 other nail shades and Water-Transfer Tattoos.

Never fear; the sets will his Sephora shelves during the week of the film’s premiere on March 21st, so you can primp on your way to the theater.