Beauty-product maker Sephora is teaming up with TikTok to create a program for rising beauty brands and content creators to navigate social media.
- Sephora, TikTok, and ad agency Digitas recently announced a partnership titled The Sephora x TikTok Incubator Program.
- The partnership will connect TikTok creators to beauty brands from Sephora’s Accelerate program and help them use social media to boost their brands.
- The program will consist of multiple social media and beauty education programs, and beauty brands will get to speak with prominent TikTok beauty creators, including Amy Chang, Rocio Lopez-Jimenez, and Nyma Tang.
Why it’s news
TikTok is one of the most popular social-media platforms, with more than 1 billion monthly users and 35 billion views on #BeautyTok, the trending section of all things beauty on the site.
Content creators will make videos detailing makeup, haircare, and skincare on #BeautyTok gaining millions of views and leading the item to ultimately sell out for months. For example, beauty brand The Ordinary saw a 426% spike in sales of its peeling solution after a viral video, and Glow Recipe saw a 600% spike in sales, with one product selling out over 17 times due to the app’s influence.
Considering how well beauty-inspired videos do on the platform, Sephora is helping smaller, inclusive brands reach that momentum by launching the Sephora x TikTok Incubator Program, which will educate brands on education on how to use TikTok and other platforms to their advantage.
“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,” says Head of TikTok’s U.S. Agency Partnerships, Soniya Monga.
“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.”
Not only will the platform link beauty brands with education and other tools from popular TikTok creators, but it is also partnered with ad agency Digitas which is known for creating innovative campaigns that invest in diversity.
Although TikTok ultimately has the power to choose what goes viral on the platform, Sephora is helping set up brands with all the necessary tools needed to achieve the goals and work to fully use TikTok for the benefit of the brands.