Sephora Launches Platform for Creator-Curated Digital Storefronts

Sephora has debuted My Sephora Storefront, an affiliate platform that gives U.S. influencers a new opportunity to build shoppable digital storefronts and share product recommendations with their followers. The platform is integrated into Sephora.com and the Sephora app, providing customers with a full shopping journey without having to leave the Sephora ecosystem. The My Sephora Storefront, built in partnership with Motom, offers: Fully customizable digital storefronts to reflect creators’ unique aesthetic with curated collections; Shareable, shoppable links optimized for all major social platforms; Access to Sephora’s Beauty Insider loyalty program, including popular brands and the latest product launches; Year-round commission opportunities; and Full integration with Sephora’s data analytics and performance insights (in June 2025 Sephora entered a multi-year partnership with NielsenIQ to gain a more comprehensive view of North American beauty consumers.) “Sephora prioritizes building relationships with creators and expert voices because of their ability to have meaningful conversations with consumers,” said Brent Mitchell, VP of Social Media and Influencer Marketing at Sephora in a statement. “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.” Sephora already has established several creator communities, including: The Sephora Squad, combining the voice of a trusted friend with the influence to inspire and empower communities. The Squad has 250 creators, comprised of both alumni since the program launched in 2019 and current members. The Squad has become a diverse community of beauty lovers from all backgrounds and audience sizes, including beauty enthusiasts, wellness lovers, athletes and more; The Sephora Derm Board, created in partnership with some of social media’s most popular board-certified dermatologists, to help answer consumers’ most-asked skincare questions and provide unbiased expert recommendations along the way; and The Artist List, which includes Sephora’s network of celebrity and influencer makeup artists and hairstylists, who are featured across educational and behind-the-scenes social content as well as campaigns and events.