THE WHAT? Sephora and TikTok as well as partner agency Digitas have announced the launch of a partnership to help beauty start-ups navigate the world of creator content. The Sephora x TikTok Incubator Program will connect influencers to beauty brands from the LVMH retailer’s Accelerate program.

THE DETAILS Founders will learn impactful social content strategies through a series of educational training modules and hear from #beautytok creators such as Amy Chang, Rocio Lopez Jimenez and Nyma Tang.

Topicals, Eadem and Hyper Skin from the 2021 cohort will participate in the launch, with three groups to follow for a total of 12 brands.

THE WHY? Soniya Monga, Head of US Agency Partnerships, TikTok, reveals, “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.”