Is Google creating rich snippets for you? Example inside

[DA2013]

Hi MOZ!

How are ratings and reviews rich snippets are showing in search for "sephora Urban Decay Naked On The Run" when they don't have that data in their structured data?  -- verified with Google Structured Data Testing Tool

http://www.google.com/webmasters/tools/richsnippets?q=http%3A%2F%2Fwww.sephora.com%2Fartist-shadow-P387670Thanks for reading!

[Ray-pp]

I believe it is because Sephora is using a recommended 3rd party product review aggregator, Bazaarvoice.

They most likely share their product reviews with Google through a data feed file and Google understands enough to implement the reviews in the Organic search. I've only seen reviews shared this way for the purpose of includes reviews in Google Shopping (previously, PLAs), but not organic search.