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Sephora is set to reimagine the beauty standards with its #SephoraSquad programme

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In 2019, Sephora announced a partnership with 24 diverse influencers to create content centered on the brand’s mission. The programme, called #SephoraSquad, has expanded since then and this year’s squad will comprise 70 participants including Iyana, a Black creator having albinism; Young, a TikTok skinfluencer; and Stephania, who represents the disabled community. Sephora aims to achieve two folded targets with this partnership; firstly, the brand wants to reach a larger number of audiences via these influencers and secondly, Sephora wants to help these influencers gain larger followings and rewrite the definition of beauty, which is beyond skin colour and complexion.

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Consumer Goods industry will surpass $15T globally by 2025. However the old business model of mass distribution is about to become obsolete. Digital Transformation, Millennials and Gen Z effect, Direct to Consumer and Post-Covid World are going to reshape the winning formula for the new era CG industry. Our weekly newsletter covers global innovations and disruptions in CG industry.

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