Sephora, TikTok and the Digitas agency have launched a guide to the world of creator content for founder-led beauty brands. The Sephora x TikTok Incubator Program will connect TikTok creators to beauty brands from Sephora Accelerate, the retailer’s program designed to spotlight and nurture diverse players in the beauty space.
The new program will help brands learn impactful social content strategies via a series of educational training modules, with participating brands hearing from #beautytok creators including Amy Chang, Rocio Lopez-Jiminez and Nyma Tang.
“Brands that have a savvy understanding of creator-led social media and creator relations have a clear advantage in not only conceptualizing beauty content that resonates with their audience, but also in building genuine connections,” said Brent Mitchell, VP of Marketing, Social and Influencer at Sephora in a statement. “At Sephora, we have long been known as a brand builder in the prestige beauty landscape, and we are thrilled to partner with TikTok to share this unique creator-driven perspective with our brands and build a more inclusive beauty community.”
Three brands from the 2021 Sephora Accelerate cohort, Topicals, Eadem and Hyper Skin, will help launch the program, with three additional groups to follow for a total of 12. Launched in 2016, the Sephora Accelerate program features a 360-degree, six-month curriculum with mentorship, merchandising support, grants and investor connections to all participants, with the chance to launch at Sephora North America on completion.
Digitas, a part of Publicis Groupe, brings expertise and a proven track record of creating innovative campaigns that invest in diversity with its client Sephora.
“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 U.S. Agency Partnerships at TikTok in a statement. “Our partnership with Sephora and Digitas aims to educate brands on the importance of a DEI-first approach to creator partnerships.”