Sephora will debut on TikTok Shop US this month, piloting a monthly product drop experience to help scale its “retailtainment model” in the American market.
The LVMH-owned retailer will enter the social selling platform on 19 September with the Sephora Drop Shop experience, enabling TikTok Shop US users to discover and shop an exclusive curated selection of beauty products in an “entertaining and inspiring way”.
It will feature exclusive monthly drops from the retailer’s most coveted partner brands, and is described as the latest step by Sephora to create “a more seamless journey from inspiration to purchase while preserving curation”, read a company statement.
Beauty is TikTok’s most searched-for category, generating more than a billion beauty-related searches each month.
Sephora’s aim with this partnership is to transform the traditional product launch from a one-way campaign into an ongoing conversation with customers, while giving its brand partners new ways to build authentic connections with TikTok's beauty community.
“Beauty discovery has always been core to Sephora’s ethos, and the rise of social commerce and digital marketplaces has reinforced the need to evolve how we engage with our beauty lovers,” said Artemis Patrick, President and CEO of Sephora North America.
“We already have an incredibly active beauty community on TikTok, so we are excited to take the next step and pilot the Sephora Drop Shop on TikTok Shop.
“This platform gives us a new way to interact with our existing customers, while extending our reach to a highly immersed beauty audience.
“Importantly, the launch signifies a natural progression in how we continue to lead and innovate in beauty retail.”
The products featured in the Sephora Drop Shop will launch exclusively via Sephora's TikTok Shop, with select items rolling out later to sephora.com, in selected Sephora stores or through other retail partners.
Each featured beauty brand will have a “dedicated moment” to bring its products to life, tell its story and connect with new audiences.
Tickets are now available for the 25th anniversary of the Pure Beauty Awards, taking place on 15 October 2026 at the Grosvenor House Hotel in London, UK. Join the beauty industry for an evening of recognition and celebration as this year’s winners are revealed. Click here to secure your place.
The experience will culminate in an official TikTok Live with a celebrity host, brand founders, and creators to unveil the featured products, answer audience questions, engage with viewers in real time, and showcase products available for purchase on TikTok Shop.
In the run up there will also be “teasers, interactive experiences and creator-led content, encouraging consumers to guess the brand in the spotlight”, read the company statement.
However, during the exclusive launch window on TikTok Shop, customers will still be able to preview the products on Sephora’s website ahead of their wider availability.
“TikTok Shop is a powerful extension of our global digital strategy and our commitment to meeting clients wherever they discover beauty,” commented Anca Marola, Global Chief Digital Officer at Sephora.
“By approaching this launch with a test-and-learn mindset, we are not only scaling our retailtainment model in the US, but also gathering critical insights to inform our digital innovation and future rollout across our global network.”
Sephora is following in the footsteps of Ulta Beauty, which became the first specialty beauty and wellness retailer in the US to debut on the platform in March this year.
Bianca Sing, Global Head of Strategic Brand Partnerships at TikTok Shop, said the company is “thrilled” to have Sephora join the social selling platform in the US.
She added: “This launch brings together Sephora’s leadership in beauty discovery and curation with TikTok Shop’s unique ability to inspire and connect communities through entertainment, creators, culture and commerce.
“Together, we are creating a new, more engaging journey from discovery to purchase, by reimagining how beauty lovers experience and shop their favourite brands.”
Related content:
- Sephora serves as first Beauty Retail Partner of the US Open tennis tournament
- Hailey Bieber’s Rhode confirms Sephora Europe launch date
- Sephora unveils Sephoria Europe ticket price and sale date for inaugural UK beauty festival
- Sephora opens inaugural boutique store on London’s Carnaby Street
- Sephora rolls out Quiet Hours shopping initiative globally following ‘successful’ pilot
- Sephora reveals 2026 Accelerate cohort of emerging brands shaping future of beauty
- Sephora to Olive Young: Beauty’s big retailers are partying their way into new markets
