Sephora and TikTok Launch Content Creator Program for Rising Beauty Brands

Sephora, TikTok, and Digitas have collaborated to create the Sephora x TikTok Incubator Program, which is designed to help newly founded beauty brands navigate the field of creator content.

"Brands that have a savvy understanding of creator led social media and creator relations have a clear advantage in not only conceptualizing beauty content that resonates with their audience, but also in building genuine connections,” said Brent Mitchell, VP of Marketing, Social and Influencer at Sephora. "At Sephora, we have long been known as a brand builder in the prestige beauty landscape, and we are thrilled to partner with TikTok to share this unique creator-driven perspective with our brands and build a more inclusive beauty community."

How It Works

The partnership seeks to connect TikTok creators with Sephora's top-rated beauty brands from the Accelerate program, offering educational training modules to help them learn effective social content strategies. Beauty brands taking part in the program will receive insights from famous #beautytok creators such as Amy Chang, Rocio Lopez-Jimenez, and Nyma Tang.

Three brands, namely Topicals, Eadem, and Hyper Skin, belonging to the 2021 Sephora Accelerate group, will be part of the program launch. Moreover, three additional cohort groups will follow suit, creating a platform for 12 brands to establish sustainable partnerships with budding creators on TikTok, a social media app boasting over one billion monthly active users.

"The future of brand storytelling lies in the hands of multicultural creators, and by championing diverse creators, brands can unlock their full potential on TikTok," said Soniya Monga, Head of US Agency Partnerships, TikTok. "Our partnership with Sephora and Digitas aims to educate brands on the importance of a DEI-first approach to creator partnerships. Together, we are building a framework that celebrates diversity and intersectionality, ensuring that every brand can accelerate their growth and success on TikTok through inclusive and impactful storytelling."

Digitas, a part of Publicis Groupe, brings a wealth of expertise to this initiative and a proven track record of creating innovative campaigns that invest in diversity with client Sephora. The collaboration is also in connection with Publicis Groupe's founding commerce agency partnership with TikTok.

About Sephora Accelerate

Launched in 2016, the Sephora Accelerate program continues to build a community of innovative, inspirational brand founders in the prestige beauty space, and creates a foundation, network and ecosystem for brands to launch and thrive. Sephora Accelerate features a 360-degree, six-month curriculum with mentorship, merchandising support, grants and investor connections to all participants, with the opportunity to launch at Sephora North America upon completion. The Sephora Accelerate X TikTok Incubator Program is an added offering that will be extended to 12 Sephora Accelerate brands this year.