So, who exactly is redeeming these insane rewards and how fast are they going? Suzanna, a Pennsylvania shopper who I came across on Sephora's internal Beauty Talk board, redeemed a 17,500 point trip to Los Angeles sponsored by Beautyblender. She says she checked her phone religiously on Tuesdays and Thursdays at noon, until she saw the trip available on the website in November 2016. “That time I got lucky,” she says. “It doesn’t always display for everyone at the same time.” There are only a few of the experience rewards available at any given time on the site, and they seem to go fast as soon as they’re available.

“I buy everything at Sephora,” she explains. “If it’s makeup, Sephora is my first choice, if it’s hair, Sephora is my first choice, if it’s skincare, Sephora is my first choice. I buy gifts for my girlfriends and female family members there. Sephora is usually my first place to check for a product.” She’s been shopping at Sephora since the late ‘90s, when the store first came to her town and has been slowly accruing points ever since. “I was desperate for a trip,” she said.

Suzanna typically spends between $5,000 - $10,000 per year at Sephora and estimates that she currently owns over 1,000 different makeup products, in addition to less than 20 skin and hair products. What’s so appealing to her about shopping there is the thrill of scoring limited-edition makeup, which Sephora definitely has — take, for example, the fact that they’re the only U.S. retailer to sell Pat McGrath’s beauty line aside from the makeup artist’s own website. “I definitely gravitate towards items that are limited edition; the more limited, the better. I enjoy the hunt!”

Of those 1,000 products, she hoards Guerlain Météorites, some of which retail individually for up to $74. “I'm sure I've accumulated over $10,000 worth of items in my house. This doesn't include the items I've used up and tossed or given away,” she says, referring to her Sephora hauls. She also donates the excess samples (free with all Sephora online purchases) she receives to a women’s shelter.

Suzanna’s trip included travel for one to Los Angeles, hotel accommodation at the Standard Downtown L.A., a helicopter ride, two-hour makeover and dinner with Rea Ann Silva, the founder of Beautyblender, at Shutters on the Beach Hotel. There was a gift bag of products included as well. She also paid for a flight for her mother and upgraded the hotel so she could tag along on the trip to L.A. While the rewards stated that the experience was for one person, Suzanna asked Beautyblender if her mother could come to the dinner if she paid out of pocket. “Beautyblender could not have been nicer — it was an immediate "YES BRING YOUR MOTHER, DON'T WORRY ABOUT PAYING, BRING HER TO THE MAKEUP LESSON TOO,” she wrote on the Beauty Talk board, after returning from her trip.