Sephora and TikTok have established a new relationship to support the growth of new companies on the social media platform. The Sephora x TikTok Incubator Program will pair TikTok artists with firms from Sephora’s DEI-focused Accelerate programme, which launched in 2016 and provides resources and coaching to new and developing brands. Twelve brands are anticipated to participate and learn about social content strategy. Topicals, Eadem, and Hyper Skin will spearhead the incubation program’s debut, while Digitas will design diversity-focused marketing. Sephora’s business plan has been to diversify its inventory with emerging companies and to become a wholesale partner for DTC businesses. It sells thousands of goods from 360 companies in its shops, on its website, and through its app. It expanded its shop-in-shop agreement with Kohl’s to encompass all of the department store’s locations last summer, with the intention of increasing the store-in-store footprint to 850 sites this year. Kohl’s stated in August that the agreement might generate $2 billion in yearly sales by 2025.

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