Sephora is joining TikTok Shop. Starting this month in the U.S., the brand will be dropping exclusive monthly product deals on Sephora Drop Shop, their TikTok Shop pilot. In the lead up to each drop, the featured product will be teased through interactive “experiences” and creator content, encouraging viewers to guess what will be spotlighted. The item will then be revealed in an official TikTok LIVE event with celebrity hosts and brand founders, and the products will be available on Drop Shop before they launch anywhere else. According to Sephora, they’re meeting their customers “wherever they discover beauty,” and TikTok Shop will be an extension of their “retailtainment model.” They’ll be using what they learn from Drop Shop to shape future rollouts. YPulse recently shared that half of Gen Z is using TikTok Shop, and use has been growing among teens, so it’s no surprise that more and more major brands are making their way to the platform. (Retail Dive, Business Wire)
👀 Read more from YPulse: Half of Gen Z is Using TikTok Shop in 2026
