Sephora and TikTok have joined forces to launch a new programme for founder-led beauty brands to connect with TikTok creators.


The partnership will connect brands from Sephora’s Accelerate programme with TikTok creators

In partnership with agency Digitas, the Sephora x TikTok Incubator Program will connect TikTok creators to beauty brands from Sephora’s Accelerate programme to help them learn social content strategies through a series of training modules.

A total of 12 brands including Topicals, Eadem and Hyper Skin from the 2021 Sephora Accelerate cohort will have the chance to create partnerships with content creators on the social media platform.

The Sephora Accelerate programme was launched in 2016 and provides a six-month curriculum with mentorship, merchandising support, grants and investor connections to all participants. Upon completion, brands can launch at Sephora North America.

TikTok head of US agency partnerships Soniya Monga said: “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.

“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.”

Sephora vice-president of marketing, social and influencer Brent Mitchell added: “Brands that have a savvy understanding of creator-led social media and creator relations have a clear advantage in not only conceptualising beauty content that resonates with their audience, but also in building genuine connections.

“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.”