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18 July 2025
In 2019, Sephora introduced a new approach to influencer marketing. It moved away from short-term sponsorships and toward a structured, year-long program called the Sephora Squad.
This program selects a group of creators each year to represent the brand in campaigns, product launches, and community events. Participants range from nano to macro influencers and include Sephora employees.
The program has become a case study in how brands can build long-term partnerships with creators while maintaining brand values and business goals.
Sephora Squad is a year-long influencer partnership program created by Sephora. It launched in 2019 to formalize how the brand works with content creators across platforms like Instagram, TikTok, and YouTube.
The program operates as a paid contract with selected creators who represent different backgrounds, audience sizes, and regions. Applicants are evaluated based on their content quality, engagement metrics, and testimonials from their followers.
Unlike typical influencer campaigns, Sephora Squad operates on a fixed annual cycle. This structure allows Sephora to onboard creators together, provide shared resources, and align campaigns throughout the year.
What makes the program stand out is its focus on:
The Sephora Squad program builds relationships rather than transactions. Since 2019, it has selected creators who align with the brand's values for 12-month partnerships. This differs from traditional approaches that focus mainly on audience size or one-time promotions.
Squad members participate in campaigns, events, and content planning throughout the year. They aren't just posting about products—they contribute to campaign ideas, attend training sessions, and collaborate with Sephora's teams.
"Sephora Squad was a prayer answered. It took my social media career to the next level and helped me achieve dreams I never thought possible," shares Lupita Garcia, a Sephora Squad mentor.
What makes the strategy effective:
The Sephora ambassador program uses a three-step selection process that emphasizes community impact over follower count. This approach helps identify creators who truly connect with their audiences.
First, applicants complete a detailed profile sharing their background and approach to beauty content. Then comes the unique part: each applicant receives a personalized link to collect testimonials from their followers.
These testimonials allow Sephora to see how creators impact their communities. A creator might have a smaller following but receive powerful testimonials about how they've helped followers feel represented or learn new techniques.
The testimonial system serves as a reality check against inflated metrics or purchased followers, revealing which creators have built genuine connections.
Sephora looks beyond basic metrics like follower count to assess how audiences interact with content. They analyze:
This approach often favors micro-influencers with highly engaged communities over larger accounts with passive followers. It's about finding creators whose audiences trust their recommendations and actively participate in conversations.
The selection process prioritizes diversity across multiple dimensions:
By selecting creators who represent different beauty experiences, Sephora ensures its Squad reflects its customer base. Recent cohorts have emphasized Spanish-language content creators and those specializing in textured hair care, addressing specific community needs.
It's needless to say that getting your products in the hands of Sephora Squad's current and alumni network will get your beauty brand elite visibility, bring you in front of some of the most sought after beauty creators and of course, partially in front of the Sephora team as well. In SEVA, you can ALL current and past Sephora Squad members in minutes and reach out to them via Email in just a couple of clicks. Set up time with us for a free demo and a campaign.
Sephora Squad members receive benefits designed to support both their content creation and career development. These perks extend beyond what typical influencer programs offer.
The program provides:
One former Squad member explained: "Sephora Squad has connected me with so many brands and lifelong friends, and given me the gift of confidence that I will carry with me forever!"
This table compares Sephora Squad's approach with traditional influencer programs:
Sephora evaluates its program using both data-driven metrics and qualitative feedback. This balanced approach helps them understand both business impact and community value.
Key performance indicators include:
Beyond numbers, Sephora also measures success through relationship strength, content diversity, and community growth. They track how Squad members develop professionally and how their audiences respond to different types of content.
Real stories from Squad members highlight the program's impact on both creators and the brand. These examples showcase how the structured approach benefits everyone involved.
Several micro-influencers who entered with modest followings have grown into full-time content creators. For example, some Squad members have doubled their audiences during their participation year, while others have secured additional brand partnerships based on their Sephora work.
Campaign highlights include product launches where Squad members created content that outperformed traditional advertising. Their authentic reviews and tutorials have generated higher engagement rates and stronger conversion metrics than standard brand content.
The community impact extends beyond metrics. Squad members often form lasting professional relationships, supporting each other long after their official program year ends. This network effect creates a positive ecosystem around the Sephora brand.
For creators interested in the Sephora Squad application process, understanding the timeline and requirements helps prepare a strong submission.
Successful applications showcase:
Applicants should highlight what makes their content unique rather than trying to match a perceived "Sephora style." The brand looks for diverse voices and approaches to beauty.
After submitting an application, creators receive a unique link to share with their followers. The most effective approach includes:
Quality testimonials carry more weight than quantity. Thoughtful responses from engaged community members demonstrate genuine influence.
For the 2025 Sephora squad, applications opened on August 14, 2024, and closed on September 4, 2024. The selection process typically takes several weeks, with announcements made in November.
The program follows a consistent annual cycle, allowing interested creators to prepare in advance. Sephora announces exact dates through their official social media channels and the sephorasquad.com website.
The Sephora Squad model offers valuable lessons for brands looking to elevate their influencer marketing approach. Its structured, community-focused strategy creates more meaningful partnerships and content.
Key takeaways from the Sephora model include:
Brands across industries can adapt this approach by focusing on finding creators who truly align with their values and investing in those relationships. Technology platforms like SEVA help manage these processes efficiently, from influencer discovery to performance tracking.
Sephora Squad compensation includes a combination of product seeding, paid campaign opportunities, and professional development resources, with payment amounts varying based on the influencer's audience size and campaign involvement.
There is no specific follower count requirement for Sephora Squad; instead, applicants are evaluated based on content quality, audience engagement, and authentic passion for beauty, making the program accessible to micro-influencers with engaged communities.
Sephora Squad applications typically open once annually during the first quarter of the year, with exact dates announced on Sephora's social media channels and the official Sephora Squad website.
Sephora Squad primarily accepts applicants from regions where Sephora has established retail presence, with eligibility requirements focusing on creators in these markets to maximize program effectiveness.
Each Sephora Squad cohort typically includes 50-70 influencers across various categories and audience sizes, selected through a comprehensive application process that evaluates content quality, audience engagement, and community testimonials.
The Sephora Squad demonstrates how structured, long-term influencer programs can deliver stronger results than ad hoc campaigns. By focusing on community, authenticity, and consistent collaboration, brands can create more impactful influencer partnerships.
Successful implementation starts with clear values and goals. Defining what your brand stands for helps identify creators who naturally align with your mission. This alignment creates more authentic content and stronger audience connections.
Technology plays an important role in scaling these efforts. Platforms that centralize influencer discovery, relationship management, and performance tracking make it possible to run comprehensive programs without overwhelming your team.
The most valuable lesson from Sephora's approach is the power of community. By bringing creators together and investing in their growth, brands can build a network of authentic advocates who support each other and the brand over the long term.
SEVA helps your team focus on things that matter, automates the rest so they can get creative—not sedative.
SEVA AI helps you scale influencer marketing, effortlessly.
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