In makeup marketing news, Make Up For Ever is opening its own store-within-a-store in three Sephora locations. Each shop will have its own entrance separate from Sephora's and will also carry MUFE's professional-only products and special-effects makeup. It might seem like an unusual move, but Sephora is the line's only carrier in the US, so it makes sense that Sephora would want to help boost brand visibility stateside. These in-store boutiques will pop up in Las Vegas, New York City, and Costa Mesa, CA. Would you be more tempted to check out the brand's wares if one of these boutiques came to your local store?