Sephora Teams Up with TikTok to Empower Beauty Brands in Creating Inclusive, Trend-Driven Content

Posted: September 23, 2024

Sephora has teamed up with TikTok for the second consecutive year to help beauty brands create more inclusive, music-driven branded content. This collaboration focuses on combining Sephora’s expertise in beauty with TikTok’s influence in social media to develop content that amplifies underrepresented voices. Specifically, the initiative encourages beauty brands to collaborate with musical artists, creating songs that can be used in TikTok videos to enhance their marketing efforts.

The partnership merges two existing Sephora programs: Sephora Accelerate and Sephora Sounds. Sephora Accelerate is designed to support beauty founders of color by providing resources and mentorship, aligning with Sephora’s commitment to the 15 Percent Pledge, which aims to increase the number of Black-owned brands in retail spaces. Sephora Sounds, on the other hand, focuses on promoting emerging and underrepresented musical talent through Sephora’s social channels. Together, these programs provide an opportunity for beauty brands to form long-term partnerships with a diverse range of creators.

Brent Mitchell, Vice President of Social Media and Influencers at Sephora, highlighted the significance of sound in today’s social media landscape, emphasizing that music plays a crucial role in how users experience content on platforms like TikTok. By collaborating with TikTok creators and musicians, Sephora aims to inspire more inclusive content that resonates with a wider audience.

This year’s program features three brands that graduated from the Sephora Accelerate program: Mango People, Sienna Naturals, and Brown Girl Jane. These brands worked with emerging artists at Westlake Studios in Hollywood to produce music tracks that reflect their brand identities. Mango People collaborated with Nicole Han on the song “Glow,” which highlights the brand’s use of botanical oils and herbs. Sienna Naturals worked with J Maya to create the track “H.A.P.I. Place,” inspired by their vegan hair care products. Brown Girl Jane teamed up with Lebanese-American artist Rawan Chaya to produce a lively song titled “Carousel” for one of their fragrance products.

The content created through these collaborations is designed to be both engaging and meaningful, helping the brands connect with their communities. Malaika Jones, founder and CEO of Brown Girl Jane, explained that the brand uses complementary audio elements with its fragrances to evoke emotions and memories, making their products a celebration of culture and personality.

Through this partnership, Sephora and TikTok continue to prioritize inclusivity and creativity, offering a platform for beauty brands and creators to collaborate and inspire diverse audiences.