"Sephora is a smoke monster, a rainbow, a Mobius strip of promises. There's no getting a grip on it. There is no end."

"There's only more. You can chase the dragon of self-improvement slash self-enhancement slash self-acceptance until the day you die; there's always a new fragrance, a new lip color, a new miracle cream right around the corner...."

You go in for a lip balm and come out with body polish, dry shampoo, BB cream, and Kat Von D's "Sinner" smoky eyes palette. (The are over 100,000 videos titled "Sephora Haul" on YouTube to watch should you have any doubts.) Oodles on display, a myriad of options, infinite possibilities. When you think you've finally found the solution, the crutch, the key, either you run out and need more; they stop making it and it vanishes like so much sparkly Guerlain Terra Cotta dust; or you find that what once satisfied you no longer does the trick.

100,000 videos. I tried watching one and got a couple minutes in... about 20% through. It really is a form of madness. You need to be careful going in. It's quite bizarre. You've got to admire the design of the place. A shop is a psychological manipulation and it's impressive when it's done well, but — as I said — you need to be careful.