Sephora is set to launch ‘shoppable storefronts’ where influencers and content creators can curate their beauty product recommendations.
MySephora Shoppable Storefronts will allow creators to earn money from affiliate links to products on Sephora’s website.
Sephora president and CEO Artemis Patrick announced the move at the Fast Company Innovation Festival on Tuesday (16 September).
“I am very excited to share here for the first time, that next month, we will be launching My Sephora Storefront, which is a creator platform, where content creators and influencers can create their own shoppable storefront on sephora.com.”
Retailers such as Amazon and Best Buy offer similar platforms, while ShopMy and LTK let creators monetise product recommendations from a wide array of brands, and offer consumers a single location to find the products influencers are talking about.
Patrick said Sephora’s own initiative offers a better experience for creators and consumers than other platforms.
“The difference between us and other affiliate programs is [that] it truly is integrated into sephora.com,“ she said.
“So whether it is the app, desktop or mobile, they can just go on, they [can] create it, it is shoppable.
“It is a very seamless experience and it is very authentic for both the creator and the consumer.”
The innovation is currently in the alpha stage of testing the platform with members of its Sephora Squad, an existing brand ambassador programme for content creators, ahead of a wider launch next month.
Details of the locations where the platform is set to launch, as well as the brands and influencers involved, have not yet been revealed by Sephora.
Cosmetics Business has contacted Sephora for comment.
The move by Sephora comes amid a huge growth in social shopping, with TikTok Shop driving millions of pounds of sales for brands.