Sephora is taking its 25-year-long relationship with Mario Dedivanovic to the subsequent stage, with extra masterclasses and shared content material.
Spurred by the success of a masterclass in Madrid final 12 months, Dedivanovic and Sephora are gearing as much as embark on a masterclass tour, kicking off on Could 21 in Hamburg, Germany, celebrating the opening of Sephora’s latest retailer. The following masterclass might be in London on June 9 and the ultimate one within the U.S. this September.
Every masterclass will construct upon the final, providing deeper insights into Dedivanovic’s private journey, skilled methods, and his imaginative and prescient for the way forward for magnificence.
Along with the masterclasses, they are going to accomplice on artistry content material, revolving round product innovation and wonder suggestions and methods.
Born and raised within the Bronx, at 17 Dedivanovic set his sights on a profession at Sephora and bought employed as a greeter and perfume marketing consultant, earlier than working his manner as much as make-up artist and finally reserving shoppers exterior of the shop.
It was then that he met Kim Kardashian, whom he has been working with ever since, from worldwide vogue weeks to quite a few journal reveals and the whole lot in between. Most lately, he did her make-up for the Met Gala.
Amid his busy roster of his movie star shoppers and different ventures, Dedivanovic started exploring the event of his personal make-up model again in 2017, launching Make-up by Mario completely at Sephora in 2020 with a 21-sku assortment of eye make-up merchandise. Since then, it has expanded throughout classes.
As reported by WWD, in June 2024, Make-up by Mario tapped funding financial institution J.P. Morgan to contemplate deal choices. On the time, trade sources instructed WWD it was on monitor for gross sales to be between $150 million and $200 million in 2024.
“We now have this thrilling alternative to deliver Mario’s abilities to life,” stated Priya Venkatesh, world chief merchandising officer at Sephora. “We share a novel historical past the place he began off as a Sephora greeter, and located his love for artistry inside Sephora so we predict there’s an incredible widespread story there to be instructed. However truthfully, greater than that, he is without doubt one of the greatest make-up artists and lecturers on the planet, which is a uncommon mixture. And as a number one magnificence authority and make-up skilled, we thought we have now this distinctive alternative to share his abilities with the world.”
Requested whether or not this format may roll out with different manufacturers, she responded: “We don’t have a cookie-cutter strategy of let’s simply take this format and make it the identical for everyone. Each model and founder is exclusive, and if it’s a format that works, we could have a look at it, however as a rule, we customized make what’s proper for the model and the founder.”
Dedivanovic, who started providing masterclasses round 15 years in the past and a decade earlier than his model launch, instructed WWD that the most recent iterations are faster and simpler to comply with.
“The OG masterclasses have been very lengthy. Additionally, after I was educating again then, I used to be very closely utilizing a number of advanced methods and mixing so many alternative palettes and cream merchandise,” he stated. “Now, the merchandise and the model are impressed by these very methods so it’s quicker and simpler to perform the whole lot now.”
With this initiative, he’s additionally wanting ahead to forging a deeper relationship with Sephora’s world military of magnificence advisers.
“For the primary time, I’m capable of do issues for the sweetness advisors globally, of which there are over 56,000, as a result of usually we’ll do issues for North America solely. I’m capable of create movies for them and speak on to them, breaking down my artistry methods. This entire complete course of for me has been very inspiring, as a result of I’ve been asking for years, how can I attain all the advisers, versus just some at a time.”
