Sephora worker saved a lipstick for a man who came every Friday to buy the same shade—when she learned why, his devotion broke her heart
People who work in retail often recognize regular customers, especially those who come in looking for the same item every time. While most repeat purchases are nothing out of the ordinary, some have a story behind them that no one sees at first. That’s exactly what happened to Aly, who goes by @alyrosemakeup on TikTok. In a video posted on July 5, 2026, she reenacted an interaction between a Sephora employee and a customer who came in every Friday for a month to buy the same Gucci Velvet Matte Lipstick in the shade Goldie Red. His weekly visits soon became impossible to ignore, and the employee finally gathered the courage to ask him. His answer left Riley in tears.
@alyrosemakeup The time a customer almost made me cry when I worked at Sephora #sephoraemployee #retail #storytime #sephora ♬ original sound - Aly
After seeing the man return week after week, the employee started keeping one lipstick aside for him before he arrived. Curious, she finally asked why he kept buying the same shade every Friday. The man explained that his mother lives in an assisted living facility and has Alzheimer’s disease. Goldie Red was her favorite lipstick, but she often misplaced it or forgot where she had left it. “She calls me almost every day and tells me how she’s missing it,” he said. So, every Friday before visiting her, he picked up a new one. Even though each lipstick costs about $50, he said, “She’s the only mom I’ve got… it’s worth it.” In a follow-up video, Aly revealed what happened after the customer shared his answer.
@alyrosemakeup Replying to @sherylyoung253 💯Samy💯 Part 2 of the time a customer almost made me cry when I worked at Sephora #sephoraemployee #storytime #sephora #retail ♬ original sound - Aly
The employee couldn’t stop thinking about what he had shared. Before his next visit, she spoke to her manager and planned a surprise. When the man returned for his usual lipstick, she surprised him with a care package instead for his mom with Alzheimer's. He didn’t know the real kindness was waiting in the bag, which included three Goldie Red lipsticks, skincare products, makeup she thought his mother would enjoy, and a makeup bag to keep everything together. When he asked how much he owed, she smiled and said, “Not a penny. This one’s on our team today.”
The man was overwhelmed by the surprise and thanked the Sephora team, saying, “This means more than you know.” The employee simply asked him to come back and tell her what his mother thought of the gifts. The video moved many viewers. @Leslie B wrote, "My mom had Alzheimer's and loved red lipstick. This one hit hard." @Mel🌷🤍 commented, "Who's cutting onions in here?" while @Michelle added, "Making me cry on 4th of July."
The son's weekly visits also reflect something dementia experts have long observed: familiar personal belongings can provide comfort and help preserve a person's sense of identity. A study published in the Journal of Aging Studies found that everyday items such as handbags, makeup, and other personal possessions often become "memory objects" for people living with dementia, helping them maintain a connection to who they are, particularly after moving into assisted living.