With its new program, Sephora is helping partner brands adopt more sustainable influencer marketing models. One issue, according to a recent post-mortem, was that the brands flagged whenever their founding influencers ceased to promote them. More recently, it struck deals with TikTokers Addison Rae and Hyram Yarbo, though those partnerships ended with the associated products being removed from Sephora’s shelves. It has stocked products from beauty stars like Patrick Starrr and Manny Mua. Sephora has a long history in the online video world. Instead, TikTok and Sephora will pair brands with smaller “community creators” who hail from BIPOC backgrounds.
Chang, Lopez-Jimenez, and Tang all have substantial followings on TikTok, but their participation in the Incubator Program won’t include collaborations.
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