- Sephora unveiled My Sephora Storefront, an affiliate program allowing U.S. creators to build curated, shoppable storefronts directly within its app and website.
- The initiative positions Sephora as a direct competitor to platforms like LTK and ShopMy while retaining control over sales, data, and commissions.
- The program integrates seamlessly with Sephora’s ecosystem, including the Beauty Insider loyalty program and robust analytics tools.
- Executives say the launch represents a pivotal next step in Sephora’s creator strategy, emphasizing deeper connections between brands, creators, and consumers.
- Success will hinge on whether Sephora can attract creators from competing platforms with competitive commissions and streamlined features.
The launch signals Sephora’s intent to expand its digital and social commerce strategy.
Sephora is doubling down on social commerce with the launch of My Sephora Storefront, a dedicated affiliate program designed to keep shopping journeys fully within its ecosystem. The retailer is offering U.S.-based influencers the ability to design curated storefronts on Sephora.com and the Sephora app, transforming creator recommendations into fully shoppable experiences without redirecting consumers elsewhere.
This move comes as affiliate platforms such as LTK and ShopMy gain traction in beauty and fashion, making affiliate commerce a crucial battleground. Sephora’s decision to build an in-house platform marks a strategic pivot: instead of simply participating in broader affiliate networks, the retailer now controls the infrastructure, data, and revenue flow that underpin creator commerce.
How the Storefronts Work
Through the program, creators can customize their digital storefronts to reflect their brand and aesthetic. They gain access to Sephora’s full catalog—including new launches and exclusive brands—and can organize curated collections to share across major social platforms.
These storefronts are more than just landing pages. They integrate with Sephora’s Beauty Insider loyalty program, ensuring that consumers engaging with creators’ content remain tied into Sephora’s broader digital ecosystem. For creators, the platform provides year-round commission opportunities and detailed analytics, helping them refine recommendations and track conversions.
Brent Mitchell, Vice President of Social Media and Influencer Marketing at Sephora, underscored the brand’s intentions:
“My Sephora Storefront is a pivotal next step to building an inclusive ecosystem that empowers creators to authentically connect with their audiences, and also enables deeper creator relationships with our brand partners and clients that make it all possible.”
Building on a Broader Creator Strategy
The launch is not an isolated experiment. Sephora has spent the past several years investing in creator partnerships through initiatives like the Sephora Squad, the Derm Board, and the Artist List. Each of these programs taps into trusted voices—whether creators, dermatologists, or celebrity makeup artists—to strengthen credibility and deepen consumer engagement.
With My Sephora Storefront, the company extends this ecosystem by giving influencers direct tools to monetize their influence while keeping transactions firmly within Sephora’s channels. This dual benefit—empowering creators while retaining traffic and data—distinguishes Sephora’s strategy from third-party affiliate networks.
Competing in a Crowded Market
LTK, launched in 2011, remains the dominant player in affiliate commerce with more than 150,000 creators and a million brand partnerships. ShopMy has grown rapidly as well, particularly after raising $77.5 million to expand its platform beyond beauty and fashion.
Sephora’s challenge is clear: convince creators already thriving on these platforms to migrate—or at least diversify—onto My Sephora Storefront. To do so, Sephora must ensure its commission structures are competitive, its analytics are transparent, and its creator tools are intuitive. At the same time, the integration with Sephora’s product assortment and loyalty program provides a differentiating edge that competitors cannot replicate.
Implications for the Beauty Industry
For beauty brands, Sephora’s move creates a direct line between product recommendations, consumer trust, and purchase behavior. It positions Sephora not just as a retailer, but also as a media platform and data hub—where influence, commerce, and loyalty converge.
The success of My Sephora Storefront could reshape how affiliate marketing operates in beauty, transforming what has often been treated as an auxiliary revenue stream into a core growth engine for retailers and creators alike.
Sephora’s Bet on the Future of Beauty Commerce
By launching My Sephora Storefront, Sephora is making a decisive bet that creator-driven commerce will define the next era of beauty retail. The initiative underscores its broader ambition: to own not just the transaction, but the entire journey of influence, discovery, and community engagement.
As Artemis Patrick, Sephora’s President and CEO, emphasized at the program’s unveiling, the integration sets the brand apart:
“The difference between us and other affiliate programs is that it is truly integrated with Sephora.com.”
If Sephora can deliver on its promise—offering both creators and consumers a seamless, data-rich, and rewarding experience—it has the potential to redefine the affiliate landscape and secure its position at the forefront of digital beauty commerce.
