Sephora, a long-time leader in beauty innovation and digital retail, has just taken a dramatic step forward in creator empowerment and social shopping with the launch of My Sephora Storefront. This new creator-powered affiliate platform is now seamlessly integrated across Sephora’s digital channels, including both Sephora.com and the Sephora mobile app, representing what the company calls “the next evolution in Sephora’s social strategy in the U.S.”
My Sephora Storefront allows influencers and creators in the United States to build their own, highly customizable shoppable digital storefronts. For the first time on this scale, U.S. beauty influencers can directly share curated product recommendations with their audiences while remaining fully inside the trusted Sephora ecosystem. Clients and fans enjoy a new level of discovery and convenience, engaging with expert-driven picks and styling that reflect a creator’s unique brand and taste without ever leaving the site or app.
The initiative is built in partnership with Motom, a leading technology company specializing in creator commerce affiliate platforms. With Motom powering technical integration, My Sephora Storefront stands as a major milestone in Sephora’s ongoing creator strategy and cements its leadership in the fast-expanding creator commerce space.
What Sets My Sephora Storefront Apart?
Creators who join My Sephora Storefront gain access to a suite of unique and powerful features:
- Fully customizable digital storefronts that allow each influencer to reflect their brand and aesthetic through curated collections.
- Shareable, shoppable links optimized for all major social platforms, driving seamless shopping journeys from Instagram, TikTok, YouTube, and more.
- Inclusion in Sephora’s Beauty Insider Loyalty program and access to the complete assortment of coveted brands and product launches.
- Year-round commission opportunities—providing an ongoing source of income for creators.
- Deep data integration with Sephora’s analytics and performance insights to guide creators in optimizing their storefronts and strategy.
A Platform Built on Relationships
As Brent Mitchell, Vice President of Social Media and Influencer Marketing at Sephora, describes, “Sephora prioritizes building relationships with creators and expert voices because of their ability to have meaningful conversations with consumers. My Sephora Storefront is a pivotal next step to building an inclusive ecosystem that empowers creators to authentically connect with their audiences, and also enables deeper creator relationships with our brand partners and clients that make it all possible.”
The announcement further notes that consumers, especially younger generations, are more likely than ever to seek trusted product recommendations from creators. Sephora’s social investments ensure that creators are both recognized and rewarded for their influence.
Mitchell goes on to say, “A linear approach is never the Sephora way. We knew early on that we needed to create a larger ecosystem of creators and experts to show up for our consumers. While each creator community has its own unique strategy, they work together to address gaps in how beauty lovers discover new products and develop their purchasing habits.”
Supporting a Community of Experts and Influencers
My Sephora Storefront builds on several existing, highly successful Sephora creator programs:
- Sephora Squad: This flagship community—now over 250 creators strong, with more than 15,000 annual applications—represents the most diverse and inspiring voices in beauty. Squad members, both alumni and current, are intentionally selected to celebrate the most diverse and inspiring voices in beauty, representative of Sephora’s brand values and clients.
- Sephora Derm Board: This initiative draws on the trust and authority of board-certified dermatologists, who help answer skincare questions and provide unbiased recommendations for Sephora’s audience.
- Artist List: A network of celebrity and influencer makeup artists and hairstylists, the Artist List is featured in behind-the-scenes social content, educational resources, and select campaigns and events.
The Future of Seamless Social Shopping
With the rollout of My Sephora Storefront, Sephora is not only empowering creators but also pioneering the future of social commerce in beauty. Every element of the new platform—from integrated shopping journeys to performance analytics and community-driven curation—reinforces Sephora’s commitment to inclusion, expertise, and digital-first retail innovation. It’s a move that promises more transparency, personalization, and opportunity for creators while keeping the customer journey smooth, rewarding, and always within the Sephora family.
