French beauty retailer Sephora has partnered with TikTok to connect beauty brands with creator content.

The Sephora x TikTok Incubator programme will match TikTok creators to beauty companies from Sephora’s Accelerate programme.

The Accelerate programme, which launched in 2016, aims to create a network for start-up companies in the beauty space and gives brands access to mentorship and grants.

Brands that join the initiative will ultimately be given the opportunity to launch in Sephora North America after the programme is completed.

Beauty brands Topicals, Eadem and Hyper Skin will be joining the programme initially, with an additional nine brands being added to the project later. Creators taking part in the scheme include Amy Chang, Rocio Lopez-Jimenez and Nyma Tang.

Commenting on the news Brent Mitchell, VP of marketing, social and influencer at Sephora, said: "Brands that have a savvy understanding of creator led social media and creator relations have a clear advantage in not only conceptualising beauty content that resonates with their audience, but also in building genuine connections.”

Sephora recently returned to the UK with the launch of a website and app last year. The company also opened a 6,000 square foot store in Westfield White City, London in March 2023, marking a return to physical retail in the country after shutting down its operations in the UK in 2005.

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