That’s when the “exorbitant” in-store marketing costs began to stack up. “It's really expensive to get good placement in Sephora,” she says. “There were costs to be in the holiday catalogs or sampling for holidays — all these programs that big companies have.” Though she says Sephora was very supportive, she didn't anticipate having to pay for good shelf placement or to be in holiday boxes. Sephora did not respond to request for comment.

— Read more at How Kate Walsh Re-Launched Her Fragrance Business for the Instagram Era at Hollywood Reporter.