Murale sells high end cosmetics with a wide range of selection that you may not find in Sephora. For me, if Sephora and Murale sells the same product that I am looking for, I would always buy from Murale over Sephora if it is not during a sale event. Murale, which is a part of Shoppers Drug Mart, has a better loyalty program than Sephora which allows you to redeem points for cash value. Sephora only allows you to get deluxe samples and it bugs me how unattractive that is compared to the Optimum program. With that aside, they now carry great natural skincare that might interest some of you such as Tata Harper or Eve Lom to name a few examples. Another reason why I like Murale over Sephora is because you don't need to ask for samples; the SA just gives you a bag of them because they are generous like that. I find that kind of marketing is better because the more products you try, the better you know which ones work for you best before committing to a purchase of a full product.
Sidenote: You can also buy some of their brands online from their Beauty Boutique but other brands might be available in store only. The Optimum program will work there as well!