Sephora and TikTok have partnered with the integrated advertising agency Digitas to announce the launch of a partnership designed for new, founder-led beauty brands to navigate the world of creator content. They have created an incubator program that will connect TikTok creators, such as Nyma Tang, to best-in-class beauty brands from Sephora’s Accelerate program. This will help them absorb influential social content strategies through a series of educational training modules. 

Topicals, Eadem and Hyper Skin are three brands from the 2021 Sephora Accelerate cohort that will take part in the launch of this program. There will be three additional groups to follow, giving a total of twelve brands the opportunity to create long-lasting partnerships with up-and-coming creator talent on TikTok.

"The future of brand storytelling lies in the hands of multicultural creators, and by championing diverse creators, brands can unlock their full potential on TikTok. Our partnership with Sephora and Digitas aims to educate brands on the importance of a DEI-first approach to creator partnerships. Together, we are building a framework that celebrates diversity and intersectionality, ensuring that every brand can accelerate their growth and success on TikTok through inclusive and impactful storytelling," said Soniya Monga, Head of US Agency Partnerships, TikTok 

"Brands that have a savvy understanding of creator-led social media and creator relations have a clear advantage in not only conceptualizing beauty content that resonates with their audience but also in building genuine connections," added Brent Mitchell, VP of Marketing, Social and Influencer at Sephora. "At Sephora, we have long been known as a brand builder in the prestige beauty landscape, and we are thrilled to partner with TikTok to share this unique creator-driven perspective with our brands and build a more inclusive beauty community."

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