Sephora Brings Beauty Retail to TikTok Shop

Fans of Sephora will soon be able to buy the beauty brand’s products on TikTok Shop. 

The company has announced that it will be piloting its TikTok Shop presence from 19 September 2026. 

Sephora’s Drop Shop experience will – according to Sephora – introduce an “entertaining and inspiring” way for consumers to discover and shop a unique, Sephora-curated collection of beauty products directly through the platform. 

“TikTok Shop is a powerful extension of our global digital strategy and our commitment to meeting clients wherever they discover beauty,” says 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 US, but also gathering critical insights to inform our digital innovation and future rollout across our global network.”

Building a new type of brand experience

Through this launch, Sephora says it is looking to create a more seamless journey to purchase for customers – while still preserving the level of expertise and curation the retailer is known for. 

Products included in each monthly drop will be launched exclusively through the company’s TikTok Shop platform. 

Select items will then roll out to the Sephora website, some Sephora stores or other retail partners – with customers still able to preview the products on the Sephora website before they become more widely available.

Alongside each drop, Sephora will be releasing teasers, interactive experiences and creator-led content, driving up hype and encouraging consumers to guess what the brand in the spotlight will be. 

This experience will build up to an official TikTok LIVE with the founders of the featured brand, a celebrity host and creators, to reveal what the featured product is, answer questions from the audience, engage with viewers and – of course – highlight the products that will be available to buy through TikTok Shop. 

Through this interactive format, Sephora says it is looking to “transform the traditional product launch” – turning it from a one-way campaign into an ongoing conversation the brand can have with customers, while also having the unique benefit of helping its brand partners find new ways to build authentic connections within the beauty community on TikTok.

TikTok Shop’s impact on E-commerce 

Since its US launch in September 2023, TikTok Shop has seen monumental growth.

By 2025, the platform had become the UK’s fourth-largest beauty retailer, according to Nielsen IQ data, following 60% year-on-year growth. 

Being able to engage in trends on social media platforms such as TikTok is particularly useful for driving sales through platforms like TikTok Shop – with the DHL E-Commerce Trends Report 2025 finding that 82% of shoppers are influenced by viral trends, while 70% of shoppers have made a purchase through social media. 

This is also having a significant impact on both product discovery and purchase influence, with factors such as customer recommendations, ‘Get Ready With Me’ content and skincare routine tutorials changing the ways consumers are engaging with beauty products.

Companies like Sephora are now needing to account for these touchpoints, building platforms such as the Drop Shop to meet consumers where they are. 

Who are Sephora’s key partners? 

• Google: Sephora brought its prestige shopping experience into Google’s AI ecosystem, which made it the first prestige beauty retailer that enabled shopping directly within Google's AI platform. Shoppers can research and compare products and even pay without having to leave the Google ecosystem. 
• OpenAI: Sephora and OpenAI have developed an AI-enhanced consumer experience with the launch of Sephora’s app in ChatGPT. The Sephora app in ChatGPT assists customers in discovering and shopping for the right solutions with curated advice and recommendations. 
• TikTok: Sephora will now be selling products through TikTok Shop in order to offer an entertaining and inspiring way to discover and shop a unique Sephora-curated selection of beauty products, directly through the platform. Each monthly activation will transform the traditional product launch from a one-way campaign into an ongoing conversation with customers.
• Uber: In September 2025, Uber and Sephora announced a partnership to bring hundreds of Sephora locations to the Uber Eats platform. This partnership was developed so Sephora customers in the US and Canada could receive on-demand delivery of makeup, skincare, fragrance, haircare, wellness products and more – all at the touch of a button.