Many of us have spent the majority of 2020 at home, at work, or working from home. One might think cosmetics would be the least of our worries during a pandemic, but Sephora begs to differ. The beauty retailer, which operates over 2,300 stores in more than 30 countries, has leaned into e-commerce and immersive digital content to engage consumers. Shoppers can take skincare quizzes and virtually try on lipstick shades. Sephora recently partnered with Instacart to offer same-day delivery.

Sephora's online community is filled with loyal, honest make-up enthusiasts. They haven't let COVID stop them from trying new face masks and mascaras. But, with thousands of beauty brands and products, there will be fan favorites and there will be duds . Here are the ten products Sephora shoppers hated this year, according to reviews and rankings.

1. MILK MAKEUP - KUSH Waterproof Mascara

Average Rating: 2/5

Ratings Count: 150

MILK's KUSH line is formulated using hemp-derived cannabis seed oil. But apparently these ingredients aren't suited for waterproof mascara. Reviews call the product flaky, drying, and "NOT waterproof." Someone wrote, "DON'T BUY UNLESS YOU WANT TO LOOK CRAZY." Noted!

2. Boscia - Luminizing Black Charcoal Mask

Average Rating: 2/5

Ratings Count: 129

Boscia changed the formula for its charcoal mask this year, and people noticed. "Would give it 0 stars if I could," a Sephora shopper wrote in a review this month. "It used to be a good mask but boscia ruined it by changing the formula." Other reviews have the same complaint: "{lease change it back to the previous formulation," "Product is not the same!"

3. Too Faced - Better Than Sex Waterproof Mascara

Average Rating: 2/5

Ratings Count: 134

Too Faced's Better Than Sex Mascara has been a cult favorite for years, so it's understandable that there were high expectations for the waterproof version. But apparently, that kind of lash volume wasn't meant to last underwater. Product reviews mention the clumpy, smudgy consistency.  "I was really excited to try this mascara, so far not impressed," one review reads.

4. Supergoop! - Defense Refresh (Re)setting Mist SPF 40

Average Rating: 2/5

Ratings Count: 113

Supergoop! makes UV protection an integral part of its skincare mission. This is a sound goal that can falls flat in the brand's more superfluous products, like its "(re)setting mist." Reviews mainly complain about problems with the nozzle and packaging.

5. SEPHORA COLLECTION - Lip Balm & Scrub

Average Rating: 2/5

Ratings Count: 129

Banana and vanilla are the least popular flavors of Sephora's two-in-one lip balm and scrub. "I purchased the vanilla and it smelled and tasted like petroleum," one review reads. "This product smells like wax and has no scrubbing benefits at all." Coconut and rose are evidently more popular.

6. OUAI - Dry Shampoo Foam

Average Rating: 2/5

Ratings Count: 43

Ah, dry shampoo, a staple for girls on the go, the life hack that's often too good to be true. Celebrity hairstylist Jen Atkin's OUAI Haircare recently rolled out a dry shampoo foam for busy consumers hoping to extend the life of their blowouts, but reviews say it doesn't do the trick. "Trash," the top product review reads. "This makes your hair oilier if anything." Someone else writes, "Does absolutely nothing. NOTHING. Two stars for smelling good, but that’s it."

7. First Aid Beauty - Hello FAB Kona Eye Stick 

Average Rating: 1/5

Ratings Count: 58

This "3-in-1 cooling and soothing eye treatment" has been called "unnecessary," "terrible," "harsh," "stiff," and "waxy" in top product reviews.

8. KVD Vegan Beauty - Ink Well Long-Wear Matte Eyeliner 

Average Rating: 1/5

Ratings Count: 111

This year, Kat Von D sold her namesake beauty brand to its parent company, the LVMH subsidiary Kendo Brands. The new brand, rebranded as "KVD Vegan Beauty," seems to still be figuring things out. Once a Kat Von D fan favorite, the liquid eyeliner from KVD Vegan Beauty is among the lowest ranked products at Sephora for 2020.

This felt-tipped liquid eyeliner is "inspired by quill and ink calligraphy" and promises "an ultra-matte finish and waterproof, extreme long wear." But product reviews warn: "DO NOT BUY :( I love KVD but this was a complete waste. Further, the applicator isn't a brush, but a plastic piece." Other comments read, "Basically glue on your eyes" and "SAVE YOUR MONEY."

9. Farmacy - Freshen Up All-Natural Deodorant 

Average Rating: 2/5

Ratings Count: 120

The "does natural deodorant actually work?" debate has been around since we found out putting aluminum on our armpits every day could cause cancer. A verdict is still unclear, but Farmacy is not making a good case for organic anti-perspirant. "Not great, it doesn’t last throughout the day," one review reads. "I feel like it’s actually made my underarms smell worse?"

10. Bite Beauty - Agave+ Intensive Vegan Lip Mask Agave

Average Rating: 2/5

Ratings Count: 128

Reviews are calling this $26 "lanolin-free, vegan, intensive lip mask—supercharged with superfoods" a waste of money, especially with its new formula. "Now without lanolin (water proofing) it’s water soluble and just runs off your lips and disappears," one consumer writes.

About the Data:

Thinknum tracks companies using the information they post online, jobs, social and web traffic, product sales, and app ratings, and creates data sets that measure factors like hiring, revenue, and foot traffic. Data sets may not be fully comprehensive (they only account for what is available on the web), but they can be used to gauge performance factors like staffing and sales.

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