Sephora to debut on TikTok Shop with monthly drops
Sephora is increasing its digital presence as it expands its relationship with a popular social media platform.
The beauty giant, a subsidiary of global retail conglomerate LVMH, will begin piloting a storefront on TikTok Shop in the U.S.,on Saturday, Sept. 19. The “Sephora Drop Shop" will offer exclusive monthly drops featuring curated selections from Sephora partner brands.
Each drop will include teasers, interactive experiences and creator-led content, culminating in an official TikTok Live livestream shopping event with a celebrity host, brand founders, and creators to unveil featured products, answer audience questions, engage with viewers in real time, and showcase products available for purchase on TikTok Shop during the event.
“TikTok Shop is a powerful extension of our global digital strategy and our commitment to meeting clients wherever they discover beauty,” said Anca Marola, global chief digital officer at Sephora. “By approaching this launch with a test-and-learn mindset, we are not only scaling our retailtainment model in the U.S., but also gathering critical insights to inform our digital innovation and future rollout across our global network.”
Sephora has been partnering with TikTok since 2023, when the retailer teamed up with the social media app and digital marketing agency Digitas to roll out the Sephora x TikTok Incubator Program. This initiative connects TikTok creators to select beauty brands with the goal of helping them learn social content strategies through a series of educational training modules.
The beauty giant also expanded the reach of its e-commerce offering with the fall 2025 introduction of My Sephora Storefront, an affiliate platform seamlessly integrated into the Sephora e-commerce site and app that allows U.S. influencers to build shoppable digital storefronts and share curated product recommendations with their followers.
[READ MORE: Sephora launching shoppable digital storefronts for influencers]
And in March 2026, Sephora began testing the launch of its consumer app in the OpenAI generative AI model ChatGPT in the U.S. ChatGPT assists customers in discovering and shopping products with curated advice and recommendations.
“We’re thrilled to welcome Sephora to TikTok Shop,” said Bianca Sing, global head of strategic brand partnerships at TikTok Shop. “This launch brings together Sephora’s leadership in beauty discovery and curation with TikTok Shop’s unique ability to inspire and connect communities through entertainment, creators, culture and commerce. Together, we’re creating a new, more engaging journey from discovery to purchase, by reimagining how beauty lovers experience and shop their favorite brands."
Sephora operates a global omnichannel network of more than 3 400 stores and flagships in 37 countries, and e-commerce and digital platforms, with as assortment of close to 500 brands and its own label.
