Key takeaways
- Sephora is launching My Sephora, a new affiliate platform for creators.
- The initiative taps into the booming social shopping trend, led by TikTok Shop.
- Influencers can curate shoppable storefronts directly on sephora.com.
- The platform offers a seamless, integrated experience for creators and consumers.
- Sephora aims to compete with Amazon, Best Buy, LTK, and ShopMy in affiliate marketing.
The move by Sephora comes amid a huge growth in social shopping, with TikTok Shop driving millions of pounds of sales for brands.
On Tuesday at the Fast Company Innovation Festival, Sephora North America president and CEO Artemis Patrick officially announced that the LVMH-owned retailer will launch an affiliate programme with the creation of My Sephora – a new digital storefront set to launch in October.
Sephora taps into booming social commerce
On these ‘shoppable storefronts’, influencers and content creators can curate their beauty product recommendations, allowing them to earn money from affiliate links to products on Sephora’s website.
Patrick explained that the My Sephora storefront is “a creator platform, where content creators and influencers can create their own shoppable storefront on sephora.com.”
How My Sephora aims to rival affiliate giants
The rise of affiliate marketing programmes in recent years has given content creators and influencers a new opportunity to monetise their product recommendations through curated, shoppable storefronts that offer consumers a quick and easy route to find the products they are talking about.
Retailers such as Amazon and Best Buy offer similar platforms, and LTK and ShopMy are among the most popular – with LTK featuring more than 150,000 content creators and one million brands.
What this means for beauty brands and creators
Patrick said Sephora’s own initiative offers a better experience for creators and consumers than other platforms as it is integrated into sephora.com.
“So whether it is the app, desktop or mobile, they can just go on, they create it, it is shoppable,” she said. “It is a very seamless experience and it is very authentic for both the creator and the consumer.”