--- title: Sephora and TikTok team up - The Hustle description: applying makeup image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1932755138-HS-News-Brief_2023-03-15T005056.304Z.webp --- # Sephora and TikTok team up ![Juliet Bennett Rylah](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Juliet Bennett Rylah](https://hs-sbup.thehustle.co/author/juliet-bennett-rylah) [Juliet Bennett Rylah Twitter profile ](https://twitter.com/JBRylah) Published: March 15, 2023 Updated: October 11, 2023 Sephora, TikTok, and ad agency Digitas [announced](https://www.businesswire.com/news/home/20230313005420/en) a new partnership: The Sephora x TikTok Incubator Program. ![Sephora and TikTok team up](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/1932755138-HS-News-Brief_2023-03-15T005056.304Z.webp?width=595&height=400&name=1932755138-HS-News-Brief_2023-03-15T005056.304Z.webp) It will connect TikTok creators with 12 brands from Sephora’s [Accelerate program](https://sephoraaccelerate.com/), a six-month incubator for beauty founders of color that culminates in a Sephora brand launch. #### **These are two beauty powerhouses** LVMH-owned Sephora sells products from 360+ brands in-store, online, and via its app, [per](https://www.retaildive.com/news/sephora-tiktok-social-media-content-creator-program/644790/) *Retail Dive*. It has 2.7k+ locations globally, plus a shop-in-shop partnership with Kohl’s that’s anticipated to generate $2B in annual sales by 2025. TikTok has 1B+ monthly active users. Beauty brands go viral on the platform, where #beautytok has [35.4B ](https://www.tiktok.com/tag/beautytok)views: - The Ordinary saw a [426%](https://www.fashionmonitor.com/blog/TmD/5-beauty-brands-killing-it-on-tik-tok) spike in sales of its peeling solution. - Glow Recipe saw a [600%](https://beautymatter.com/articles/viral-beauty-brands-tiktok) spike in sales, with one product selling out 17x in 2021. #### **Consumers…** … are turning away from celebrity brands, instead seeking authenticity and quality, [per](https://www.bloomberg.com/graphics/2023-celebrity-beauty-brands-makeup-skincare/?srnd=premium&sref=3Ac2yX40) *Bloomberg*. An outlier is Rihanna’s Fenty Beauty, also part-owned by LVMH and worth an estimated [$2.8B](https://sports.yahoo.com/rihanna-net-worth-makes-her-231457109.html#:~:text=In%202017%2C%20Rihanna%20launched%20her,now%20valued%20at%20%241%20billion.). Fenty won consumers over with inclusivity, offering shades for darker skin tones. Sephora Accelerate is geared toward founders of color, and incubation is key to the company’s growth strategy. - In 2013, Huda Beauty launched at Sephora Dubai with false lashes. It now sells 140+ products and generates ~$200m in annual sales, [per](https://www.forbes.com/profile/huda-kattan/?sh=423dafd03cec) *Forbes*. Sylvie Moreau, Sephora president of Europe and the Middle East, [told](https://www.voguebusiness.com/beauty/inside-sephoras-plans-for-growth) *Vogue Business* that it’s seeking another “10 or so” brands to follow suit. Should one go viral on TikTok, fans will only be able to get it at, well, Sephora. Topics: [Beauty](https://hs-sbup.thehustle.co/tag/beauty) [Creators](https://hs-sbup.thehustle.co/tag/creators) [Ecommerce And Retail](https://hs-sbup.thehustle.co/tag/ecommerce-and-retail) ## Follow us on social media prev next - ![Excited about Bed Bath & Beyond’s return? You may feel pretty lonely](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1248390843-19-News-Brief_2023-08-20T225804.606Z.webp) ### Excited about Bed Bath & Beyond’s return? You may feel pretty lonely - ![The creator economy goes boom, and not in the good way](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1858892708-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-creators_20230614214838.webp) ### The creator economy goes boom, and not in the good way - ![What can be done about shoplifting — and how bad is it, actually?](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1983757125-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-shoplifting-man_20230606222634.webp) ### What can be done about shoplifting — and how bad is it, actually? - ![People love stealing stuff from Target](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/921948562-19-News-Brief_2023-05-22T002028.532Z.webp) ### People love stealing stuff from Target - ![Kiss your free returns goodbye](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/88609367-httpsthe-hustle.hubspot.comhubfsDaily20Newsletter20ImagesMay2011202023Returns.webp) ### Kiss your free returns goodbye - ![Inflation who? The beauty industry is boomin’](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/GIFs/671753425-beaut.webp) ### Inflation who? The beauty industry is boomin’ - ![The company that turns rain into drinking water](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1783708216-19-News-Brief_2023-04-17T234232.437Z.webp) ### The company that turns rain into drinking water - ![Fadeaway: Nike’s latest pivot is bad for brick-and- mortar retail](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/139434517-News-Brief_2020-09-01T005347.846Z.webp) ### Fadeaway: Nike’s latest pivot is bad for brick-and- mortar retail - ![Resale’s popping off — for good and bad](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1219657425-httpsthe-hustle.hubspot.comhubfsDaily20Newsletter20ImagesMarch2027202023Resale.webp) ### Resale’s popping off — for good and bad - ![Gen Z creators are making money on Fanfix](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/GIFs/1072624401-final_size-creator_20230403233124.webp) ### Gen Z creators are making money on Fanfix Pop up for Subscribe to The Hustle Daily Newsletter Subscribe to The Hustle Daily Newsletter Get the 5-minute news brief keeping 2.5M+ innovators in the loop. 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