This latest news doing the rounds in beauty circles almost sounds like fake news. Afterall what do Sephora, the mecca of high-end beauty and skincare, and an indie, only online beauty brand have in common? According to a report in Women’s Wear Daily, Sephora decided to bring the brand on board after requests from customers.

ColourPop launched three years ago, with a direct-to-consumer approach. They announce their new launches on social media and have had numerous best-selling collaborations with Insta-famous influencers and beauty youtubers.

ColourPop started out with just eyeshadows and matte lipsticks and have since branched out into eyeliners, brow products, contouring and highlighting sticks and powders, and now concealers. What makes them so popular among the masses is their price point, starting at just $6. The pricing would remain consistent even when the brand lands a spot at Sephora this November, said the report.

ColourPop's marketing managers Sharon Pak and Jordynn Wynn also elaborated on their Instagram page that while the news has gotten beauty lovers excited, it would be wise to note that not all the brand's products would be available in stores. And there will only be a selection of Sephora stores where one could buy the line in-store.