Sephora has unveiled the 73 creators it has selected to serve as part of the third annual #SephoraSquad.
The beauty giant’s yearlong, paid influencer program provides resources and mentorship to emerging creators, who in turn participate in the company’s social marketing campaigns.
The digital application process — for creators in the U.S. and Canada — saw 30,000 influencers apply in 2021. And this year’s class is particularly diverse, Sephora says, with 79% identifying as people of color — 30% of whom are Black, and 24% being Hispanic or Latino. Sephora notes it also sought diversity in terms of tapping LGBTQ+ creators, vloggers of different ages, and male beauty influencers.
Once selected, Squad members not only participate in marketing initiatives but also receive early access to free products and the chance to be featured on Sephora’s flagship channels. The #SephoraSquad is also invited to attend industry events for peer and professional coaching, as well as the opportunity to interface with both leading Sephora executives and beauty brand founders.
All told, Sephora says previous Squad members increased their own Instagram followings by 18.5% and YouTube subscribers by 15.11% from May 2020 to Feb. 2021. Squad members have participated in a total of 150 campaigns that comprise over 5,000 social posts to date — from Instagram to TikTok to YouTube. This year’s class placed a particular emphasis on TikTok, Sephora notes, increasing its reach on the platform over last year by 93%, to the tune of 5.7 million total followers among the 2021 class.