Sephora has created a new programme with TikTok to educate start-up beauty brands on best practices for marketing on the platform.
The Sephora x TikTok Incubator Program will connect businesses on Sephora’s Accelerate programme with content creators on the Gen Z-focused social media platform.
Creators will educate brands on social content strategies through a series of online training modules.
Amy Chang, Rocio Lopez-Jimenez and Nyma Tang are among the first beauty TikTokers to have signed up to the scheme.
"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," said Soniya Monga, Head of US Agency Partnerships, TikTok.
“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."
Topicals, Eadem and Hyper Skin, a trio of skin care brands from the 2021 Sephora Accelerate cohort, will take part in the programme’s launch.
Three additional groups will then be chosen at a later date, with a total of 12 brands being given the opportunity to take part in the scheme.
"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,” added Brent Mitchell, VP of Marketing, Social and Influencer at Sephora.
Sephora opebed its first bricks-and-mortar store in the UK at Westfield White City in West London on 8 March 2023.
The new 6,000sqft retail space includes a dedicated beauty hub which offers beauty services and treatments.
The move has turned Britain's largest shopping centre into a battleground, with Sephora, Boots and Space NK contending for the top beauty retailer crown.
