I've never used the Sephora's own brand stuff. No I take that back. I've played with their eye shadows and eyeliners a bit last weekend. They seem to be decent enough. Couldn't tell you about the other stuff though. I usually just pop in to get more Bare Minerals stuff and more Bliss Lemon & Sage Body Butter when I run out.... then get the hell out of there before I do anymore damage.
So I got my Smashbox kit thingy in the mail the other day. Used it today and I like it. The cream eyeliner will take a bit of getting used to but I did good for my first try. I like the colors of the eyeshadow quad (can totally mix & match for all sorts of looks) and the lipgloss is very close to my natural lip color so it just makes my lips look nice & shiny while enhancing the color a bit.
BE is still the best, but Smashbox is going to be a close 2nd for me!