Sephora introduces “My Sephora Storefront,” a creator-powered affiliate platform that allows U.S. influencers to build customizable digital storefronts and share product recommendations directly within Sephora’s channels. The platform, developed in partnership with creator commerce technology company Motom, is set to launch in October.

“Sephora prioritizes building relationships with creators and expert voices because of their ability to have meaningful conversations with consumers,” said Brent Mitchell, Sephora’s VP of Social Media and Influencer Marketing, in a news release.

The initiative aims to create competition for popular affiliate platforms such as LTK and ShopMy by offering Sephora’s own platform, enabling influencers to monetize beauty recommendations while keeping traffic within Sephora’s digital properties.

Sephora continues to lead the U.S. beauty market according to Traackr’s July report, ranking highly in both overall and organic categories, which reflects strong creator relationships without heavy reliance on paid campaigns.

Platform Features and Creator Benefits

My Sephora Storefront offers creators customizable digital storefronts reflecting their unique aesthetic, shareable links optimized for major social platforms, access to Sephora’s Beauty Insider loyalty program, year-round commission opportunities, and built-in performance tracking to help creators monitor engagement and sales.

Expanding Creator Ecosystem

The new platform complements Sephora’s existing creator programs:

• Sephora Squad: A community of over 250 diverse beauty content creators launched in 2019
• Sephora Derm Board: Board-certified dermatologists providing skincare expertise
• Artist List: A network of celebrity and influencer makeup artists and hairstylists

The launch comes at a time when digital commerce and affiliate marketing continue to expand, underscored by developments such as ShopMy’s recent $77.5 million Series B funding round.

By launching its own affiliate program, Sephora functions as both a beauty retailer and a media platform, gaining greater control over commission structures, partnerships, and consumer data while directing traffic and revenue directly to its ecosystem.

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