5 Ways Sephora Marketing Inspires the Extraordinary

Sephora has always been a trendsetter, but back in 2020, they took a bold step by becoming one of the first major retailers to commit to the 15 Percent Pledge. 

They started with just 7 Black-owned brands, and among them was the groundbreaking Fenty Beauty, which made waves in 2017 with its stunning lineup of 40 foundation shades! 

Fast forward four years, and the Sephora marketing team has really stepped up their game, weaving inclusivity into their strategy and culture. They’re on a mission to shine a spotlight on even more Black, Indigenous, and People of Color (BIPOC) owned brands, making their collections as diverse as the beauty community itself. 

It’s all about celebrating beauty in every shade!

Let’s dive into 5 fun and fabulous ways Sephora is putting its money where its mouth is when it comes to diversity and inclusivity (D&I):

- Sephora Squad 
- Sephora Accelerate
- Beauty Insider Community
- Employee Training Initiatives
- Sephora Impact Summit

Sephora Squad

Beauty isn’t just about the products; it’s all about connection, inspiration, and celebrating the fabulousness that is you! 

Every year, Sephora opens the doors to the Sephora Squad, a vibrant community of beauty lovers and creatives from all walks of life. Their mission? To help everyone see themselves reflected in the amazing content creators Sephora teams up with. 

As of 2023, over 70% of these creators identify as people of color, with 14% being Spanish speakers and proud members of the LGBTQIA+ community. And even better, those numbers are set to grow with the new squad rolling out this November!

By shining the spotlight on BIPOC creators and influencers, Sephora marketing is reaching a wider, more diverse audience. They’ve launched fun mini campaigns to celebrate a rich tapestry of cultural holidays and recognitions.

Sephora Accelerate

Sephora Accelerate is like a magic potion for innovative beauty brand founders, giving them the tools and resources they need to flourish! 

Revamped in 2021, this awesome program is all about uplifting BIPOC founders as part of Sephora’s commitment to inclusivity. One of the shining stars to emerge from the 2024 founders is none other than Issa Rae’s Sienna Naturals—how incredible is that?

Over six months, the program nurtures the next generation of beauty innovators with a jam-packed curriculum covering everything from brand-building to merchandising, investor connections, and even grants. 

Each founder gets paired with a rockstar advisory team made up of a financial whiz, a legacy industry mentor, and a fellow founder from Sephora’s portfolio, ensuring they get the personalized support they need to thrive. 

Some incredible Black-owned brands that have blossomed from Sephora Accelerate include 54 Thrones, Topicals, and BROWN GIRL Jane. Talk about a beauty revolution!

Beauty Insider Community

Most brands have a community forum where you can swap tips and tricks with fellow enthusiasts, but Sephora’s Beauty Insider Community is in a league of its own! 

This vibrant space is all about celebrating the diverse beauty journeys of its members, especially for BIPOC folks. It’s like having a squad where you can connect with others who totally get your beauty vibes and needs.

Forget scrolling through endless reviews or waiting for your fave YouTuber to drop their latest opinion—here, you can dive right into conversations about products, share insider advice, and get real-time feedback. Plus, the inspiration is endless with custom looks created by users just like you!

This isn’t just a win for Sephora’s marketing game; it’s a meaningful way to make BIPOC members feel truly seen and heard. Because let’s be real: representation matters. 

Whether you’re hunting for the perfect blush for deeper skin tones, seeking out Latinx-owned brands, or looking for beginner-friendly makeup tutorials from fellow newbies, the Beauty Insider Community is your go-to hub for all things beauty!

Employee Training Initiatives

Sephora is shaking things up in the best way possible! Sephora marketing initiatives are now all about tackling racial bias in retail with a brand-new training program for employees that aims to fight systemic racism. 

But wait, there’s more! Sephora is also shining a light on the issue with its national Racial Bias in Retail study, encouraging other retailers to step up and help reduce biased behavior across the board. Sephora is definitely leading by example!

Thanks to this training and a commitment to diversity in leadership, Sephora’s customer experience is already getting a major glow-up. In just four years since taking the Pledge, they’ve seen people of color represent half of management roles and above.

They kicked things off by revamping their recruiting processes, collaborating with HBCUs, and showing up at the National Black MBA Fair. 

Now, their leaders are making a point to interview more BIPOC candidates, opening doors for diverse talent. They’re also diving deep into how to develop and advance that talent once they’re on board. 

Sephora is truly on a mission, and we’re here for it!

Sephora Impact Summit

This year, Sephora celebrated the BIPOC brands within their network at its very first Impact Summit. Over two exciting days, BIPOC founders came together to share resources, learn, and connect with fellow trailblazers.

The Summit was packed with tailored workshops led by TikTok and featured some seriously inspiring panel discussions. 

One highlight was Celessa Baker, Sephora's VP of Brand Marketing for Makeup & Hair, moderating a fabulous convo with industry powerhouses like Amy Liu from Tower 28, Danessa Myricks of Danessa Myricks Beauty, Priyanka Ganjoo from Kulfi Beauty, and Alisa Carmichael from VMG Partners. 

They dove into how to keep building and expanding diversity in the beauty biz—this was such a powerhouse panel!

This event was truly the ultimate hub of support and resources for all the BIPOC founders who attended. Cheers to community, creativity, and a more vibrant beauty industry!

The Future of Diversity and Inclusivity in Beauty

As the beauty world keeps evolving, Sephora marketing is strutting ahead with a strategy that champions inclusivity and representation! 

Their ongoing partnerships with diverse brands and creators not only spice up the shopping experience but also help create a more balanced marketplace where everyone can shine. 

Sephora's initiatives are setting a great example for other retailers, proving that embracing diversity isn't just great for building community—it's also a smart move for business growth! 

By continually amplifying BIPOC voices and brands, Sephora is tackling today’s disparities while inspiring the next generation of beauty entrepreneurs. 

Their commitment to fostering an inclusive environment means the beauty industry can truly reflect the amazing diversity of its customers. 

As Sephora keeps innovating and expanding its initiatives, they’re dedicated to reshaping how the world sees beauty and empowering the extraordinary in all of us!

Conclusion

Sephora is truly a global beauty superstar, leading the way for all beauty lovers around the world! 

But their commitment to diversity and inclusivity isn’t just some shiny marketing gimmick—it’s a heartfelt movement that sparks connection, creativity, and empowerment in the beauty community. 

By investing in BIPOC creators, brands, and team members, Sephora is all about reshaping the beauty scene, making sure everyone has a seat at the table. 

This incredible effort is part of a bigger shift towards equity and representation, inspiring other companies to join in and make a difference. I can’t wait to see more of the beauty that celebrates us all!

✍️ Written by Emani Calaman