Sephora's Creator Storefront Latest Evidence of Retail Media's Evolution
Sephora has launched My Sephora Storefront, a creator-powered affiliate platform that allows U.S. influencers to build shoppable digital storefronts within the retailer’s owned ecosystem.
The move underscores how retail media is evolving beyond traditional on-site and off-site placements into creator commerce strategies that blend social influence with measurable sales.
Built in partnership with Motom, a technology company specializing in creator commerce platforms, My Sephora Storefront is integrated into Sephora.com and the retailer’s app. Influencers can curate collections, share shoppable links across social platforms and earn year-round commissions.
The program also gives creators access to Sephora’s full assortment, including new launches, as well as data analytics and performance insights.
“Sephora prioritizes building relationships with creators and expert voices because of their ability to have meaningful conversations with consumers,” Brent Mitchell, vice president of social media and influencer marketing at Sephora, said in a media release. “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.”
For Sephora, the new platform builds on its broader creator ecosystem, which already includes the “Sephora Squad;” the “Sephora Derm Board,” comprising board-certified dermatologists popular on social media; and “The Artist List,” Sephora’s network of celebrity and influencer makeup artists and hairstylists. Together, these initiatives reflect how retailers are investing in creator communities to influence discovery, boost sales and extend brand engagement.
By keeping storefronts and transactions within its owned platforms, Sephora is offering brands a new form of retail media — one that merges affiliate marketing, creator influence and closed-loop attribution.
