Sephora has officially announced its first foray into affiliate marketing, unveiling My Sephora Storefront at the Fast Company Innovation Festival. Launching in October, the platform will allow influencers and shoppers to curate shoppable storefronts directly on Sephora.com.
The move positions Sephora to compete with third-party platforms like LTK and ShopMy, which have become dominant players in creator-led commerce. By hosting its own affiliate programme, Sephora will keep traffic, content, and revenue within its ecosystem, while gaining direct visibility into performance, commissions, and product demand.
