The Sephora Squad program's year-long partnerships are designed to cultivate diverse and robust influencer relationships, with a clear objective to embed these influencers into Sephora's brand storytelling. More than building authentic connections, this initiative recognizes the long-lasting value of influencer partnerships, integrating them into Sephora’s ecosystem. The introduction of the Sephora Squad Alumni program marks a strategic expansion of this vision. This extension is a vital enhancement to the existing program, guaranteeing the continuous growth and deepening of relationships beyond the initial contract by offering extended opportunities for engagement and collaboration, reinforcing Sephora's commitment to inclusivity and long-term influencer connections, thus echoing the brand's dedication to nurturing meaningful relationships within its community.

The essence of Sephora’s Squad and Alumni programs lies in the concept of an evolving influencer journey, transforming initial engagements into sustained and meaningful partnerships. At its inception, the Squad program unites a diverse group of influencers in year-long, paid collaborations, immersing them in various campaigns and offering unique benefits. The relationship is maintained with the Alumni program, ensuring the continuity and growth of these partnerships. This visionary approach in influencer marketing fosters a community where influencers don't only represent the brand; they grow with it, contributing to and thriving in a mutually beneficial relationship. This model revolutionizes traditional, transactional influencer engagements, evolving them into a holistic, engaging, and relationship-focused journey, reinforcing Sephora’s unwavering commitment to its people-first brand ethos.

Sephora’s strategy focuses on nurturing a holistic influencer lifecycle, enhancing long-term partnerships and community engagement. The first five years demonstrated that lasting friendships and ongoing development are key to a strong community. As one influencer said, “We all want to be part of the Squad as long as we can…to grow as a beauty professional.”

In 2023, Sephora enriched this approach by introducing the Alumni program, extending the influencer journey beyond the initial year. This program allows influencers to continue as Alumni or Mentors, offering additional development, educational opportunities, and brand partnerships. As the community grows annually, it forms a supportive, ever-expanding network. This seamless transition from Squad to Alumni not only maintains but amplifies the support provided, transforming relationships with influencers into enduring partnerships. This sustained engagement fosters brand loyalty and authenticity, expanding Sephora’s reach and creating a community deeply integrated into the brand’s ecosystem.

The Sephora Squad program’s success is rooted in an inclusive and equitable application and selection process, that welcomes beauty enthusiasts of all backgrounds and follower sizes to apply, including Sephora’s own employees. Applicants are encouraged to share and solicit testimonials in support of their applications, further highlighting their authentic connections. Selected, members embark on a paid year-long partnership, as valuable members of Sephora's content creation and campaigns. They benefit from exclusive perks, mentorship, and an empowering community, transcending traditional influencer roles.

Following this yearlong contract, influencers transition to the Alumni program, maintaining access to exclusive opportunities and ongoing development. This perpetuates each influencers’ ties to the brand and fosters a growing network of alumni who continue to shape Sephora’s story and ethos. This meticulously managed process illustrates Sephora's commitment to building a cohesive, diverse community, underlining the brand's focus on lasting, meaningful influencer relationships and community development.

Since 2019, Sephora’s influencer program has dynamically enhanced brand engagement and visibility:

1. Community Development: United over 200 influencers, fostering a vibrant community reflective of Sephora's ethos.

2. Campaign Impact: Squad members collaborated on 600+ Sephora campaigns and social shoots, elevating brand reach and diversity.

3. Extensive Reach & Engagement: Achieved over 1.7 billion #SephoraSquad video views on TikTok, showing significant audience engagement.

4. Holistic Engagement (2023): Generated over 17K posts, 750M views, and 1.05B impressions, demonstrating an engaged and loyal community.

5. Community & Brand Interaction: Facilitated meaningful community events and organized product seedings and workshops with over +300 brands, strengthening connections between influencers, brands and the broader community.

6. 15% of Sephora Squad programming and content dedicated to supporting Sephora Black Owned Brands

Achievements underline the success of the Sephora Squad program and Sephora’s dedication to cultivating an authentic influencer community, significantly boosting the brand’s visibility.