Sephora is launching a new initiative to shed light on underrepresented artists. 

Sephora is launching a new initiative to shed light on underrepresented artists. Sephora Sounds will spotlight more than 55 up-and-coming artists, promoting their music across the beauty brand’s social media channels and future brand campaigns (especially on TikTok). The VP of Social Media and Influencers at Sephora says they kept Gen Z in mind by tapping into TikTok—which is highly influential in the beauty industry—and wanted to focus on “leaning into Sephora’s values of inclusivity and equity.”  has shown that TikTok is a huge tool for brands to take note of for current / upcoming beauty trends and with Gen Z and Millennials, this initiative may just be a hit amongst young consumers. YPulse research has shown that TikTok is a huge tool for brands to take note of current / upcoming beauty trends for Gen Z and Millennials, so this initiative may just be a hit amongst these young consumers. (Essence)