Seth Rogers Gets Gifting in Sephora’s Holiday Campaign

Holiday campaigns will soon be flooding social media and television outlets – Sephora is making sure it’s one of the first to be talked about.

The ‘We All Sephora’ campaign has been designed to prove that anyone can give something beautiful this festive season, and the brand is using Seth Rogen to do it.

The actor, director and producer Seth Rogen stars in the tongue-in-cheek ‘Sethphora’ marketing stunt to bring a playful tone to the campaign and strengthen the brand’s awareness.

Commenting on Seth’s casting, Zena Arnold, Chief Marketing Officer at Sephora U.S. said: “Seth is the perfect partner because he brings a warmth, curiosity and humor that makes beauty feel approachable and fun. He wants to find something meaningful for the people he cares about and turned to our Beauty Advisors for a little guidance along the way.”

The campaign will officially launch across linear television, streaming and social media platforms on 29 October.

Hilarious holiday shopping

Created in partnership with creative agency GUT New York, the campaign features a 60 second hero film and various still shots of Seth promoting Sephora – one of the biggest beauty brands worldwide. 

The hero film takes a comedic, relatable approach as Seth is caught out completely clueless smelling makeup wipes. Guided around the store by a sales associate, Seth leaves the store equipped with all of the gifts for his “people”. 

“I had a lot of fun working on this campaign with Sephora. Holiday gifting can be stressful, so anything that makes it easier is a win in my book,” said Seth.

Customers will be able to shop the ‘Sethphora’ collection, which includes the products featured in the campaign just in time for the festive gifting season including items like pimple patches and an LED face mask.

A distinctive brand identity

Established almost six decades ago, Sephora has built up a loyal customer base and delivers an extensive range of high quality products. 

Commenting on the campaign, Zena adds: “The best gifts create moments of joy, especially when it comes in a black and white bag, but finding the right one isn’t always easy when you don’t know where to start – so our goal at Sephora is to make gifting feel effortless for everyone you’re celebrating this season.”

Over the years, Sephora has positioned its iconic black and white shopping bag as a distinctive characteristic of the brand – similar to Target’s red bag or McDonald’s unique branding. This means that Sephora will be easy to spot across high streets around the world this season, an additional advertising strategy that could boost sales and brand recognition. 

This is particularly helpful over the festive period, as this is typically the most successful period of the year for retailers due to increased demand in the lead up to Christmas – a time of year to further boost the million dollar beauty brand’s sales.

What are Sephora's biggest partnerships?

• Estée Lauder Companies: M.A.C, an Estée Lauder Companies brand, has announced plans to launch in select US Sephora stores and at Sephora at Kohl’s in early 2026, building on years of partnership in global markets.
• Kohl's: Sephora and Kohl’s announced a long-term partnership in December 2020, placing Sephora shops inside Kohl’s stores, with at least 850 locations by 2023. Sephora became Kohls’s exclusive beauty partner from fall 2021, bringing the brand to shoppers without nearby stores.
• Marks & Spencer: Announced in late September 2026, Sephora at M&S will launch shop-in-shops in selected stores and on M&S.com from spring 2027, expanding to around 100 UK locations.