Sephora and TikTok team up to launch social media incubator program
Sephora and TikTok announced on Monday the launch of a partnership designed for new, founder-led beauty brands to navigate the world of creator content.
Dubbed the 'Sephora x TikTok Incubator Program', the program connects TikTok creators to best-in-class beauty brands from the Sephora’s Accelerate program. Inside, founders will learn impactful social content strategies through a series of educational training modules, and hear from the likes of creators such as Amy Chang, Rocio Lopez-Jimenez and Nyma Tang.
The program launches with Topicals, Eadem and Hyper Skin -- three brands from the 2021 Sephora Accelerate cohort. Three additional groups are expected to follow, totalling 12 brands.
Sephora and TikTok equally partnered with agency Digitas, a part of Publicis Groupe, which brings a wealth of expertise to the initiative and a proven track record of creating innovative campaigns that invest in diversity with Sephora clients.
"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.
"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.”
The Sephora Accelerate program launched in 2016 to build a community of innovative, inspirational beauty brand founders and ultimately help them launch and thrive. The Sephora Accelerate X TikTok Incubator Program is an added offering that will be extended to 12 Sephora Accelerate brands this year, alongside a six-month curriculum with mentorship, merchandising support, grants and investor connections, and the chance to launch at Sephora North America.
”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.
"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."
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