Sephora Launches “My Sephora Storefront” to Empower Beauty Creators
Sephora is deepening its ties with creators through the launch of My Sephora Storefront, a new affiliate program designed to let beauty influencers build curated, shoppable spaces inside Sephora’s own ecosystem. The move positions Sephora at the forefront of creator commerce, reinforcing how much trust consumers — especially younger ones — place in authentic product recommendations.
What the Program Offers
- Customizable storefronts where creators can curate products that match their personal style and brand.
- Shoppable links optimized for social platforms, driving audiences directly to Sephora’s ecosystem without leaving the app or website.
- Commission opportunities year-round, enabling creators to monetize consistently, not just during campaigns.
- Access to Sephora’s full product catalog, including exclusive launches and cult favorites.
- Data and insights from Sephora’s analytics tools to help creators understand performance and refine strategy.
A Strategic Next Step
Brent Mitchell, vice president of social media and influencer marketing at Sephora, described the launch as more than just another affiliate program:
“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.”
This reflects Sephora’s aim to strengthen the triangle of value: creators, their audiences, and Sephora’s brand partners — all within a single, streamlined ecosystem.
Building on an Established Creator Strategy
This isn’t Sephora’s first step into creator-led marketing. The company has already built a layered ecosystem, including:
- Sephora Squad: a diverse group of over 250 creators acting as authentic voices in beauty since 2019.
- Derm Board: collaborations with board-certified dermatologists answering common skincare questions.
- The Artist List: a network of makeup artists and hairstylists providing expert-led content.
Together, these initiatives highlight Sephora’s commitment to making creators and experts central to the shopping journey.
Why It Matters
Affiliate programs are not new in beauty, but Sephora’s approach stands out because it keeps the shopping journey inside Sephora’s platform. By integrating storefronts into Sephora.com and the app, the company eliminates friction, strengthening loyalty while giving creators a polished, branded space to showcase recommendations.
It also reflects a wider industry shift. As platforms like TikTok, Instagram, and YouTube turn into shopping destinations, retailers are realizing they must adapt. Sephora’s program is a clear signal that influencer-driven commerce isn’t just a trend — it’s becoming a core retail channel.
