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Beauty Industry, Beauty Launches

Sephora & TikTok Partner to Connect Rising Beauty Brands with Content Creators

Topicals, Eadem and Hyper Skin, three brands from the 2021 Sephora Accelerate cohort, are the first to join the program.

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By: Charlie Sternberg

Associate Editor


Sephora and TikTok, along with partner agency Digitas, have partnered to launch the Sephora x TikTok Incubator Program.

Topicals, Eadem and Hyper Skin, three brands from the 2021 Sephora Accelerate cohort, are the first to join the program—and three additional groups will follow until a total of 12 brands are involved. 

The program aims to help indie beauty brands create long-lasting partnerships with up-and-coming creators on TikTok, which has over one billion monthly active users. And in case you’re wondering, here are the top beauty brands on TikTok.
 
Beauty brands from Sephora’s Accelerate program will connect with TikTok creators and learn impactful social content strategies through a series of educational training modules. Participating brands will hear from Amy Chang, Rocio Lopez-Jimenez, Nyma Tang, and more “beautytok” creators.

Brent Mitchell, VP of Marketing, Social and Influencer at Sephora, says, “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.”

Soniya Monga, head of US Agency Partnerships, TikTok, adds, “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.

Digitas, a part of Publicis Groupe, brings a wealth of expertise to this initiative and a 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.

Sephora North America recently announced the participants for its 2023 Accelerate brand incubator program.

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