Sephora is opening a storefront on TikTok Shop in the US on September 19, a pilot it’s calling the Sephora Drop Shop. Each month the retailer will spotlight products from one of its partner brands, running teasers and creator videos that ask viewers to guess which brand is coming, then closing with a TikTok LIVE where a celebrity host and the brand’s founders unveil the products and sell them on air. Those products go on sale exclusively through TikTok Shop, and only some will reach Sephora.com, stores, or other retail partners afterward, though shoppers can preview them on Sephora’s site in the meantime. Global chief digital officer Anca Marola said Sephora is treating the launch as a test that will inform a rollout across its other markets.
