Some influencers aren’t happy with choices for the 2025 Sephora Squad. Recently, influencers turned to TikTok after learning their applications were not selected for the 2025 Sephora Squad, a paid brand-ambassador initiative to elevate the voices of beauty influencers and create a sense of community among them. Some believe Sephora favored those with large followings over “talent alone.” However, Sephora has previously stated that follower count isn’t a deciding factor. And there is some proof against it: one TikTok user (with only 3K followers) shared her excitement about being chosen for the squad in a post with 200K likes, despite her following not being so large. Another user shared a video aimed at uplifting others’ confidence after not being chosen, declaring, “It’s A way up, not THE way up [being part of the squad]” which received 35K likes. While Sephora hasn’t commented on the backlash, discussions continue online regarding the criteria for selection, with some influencers publicizing their disappointment about not being picked. (The Cut)
📊 YPulse data: 52% of 13-39-year-old females who follow celebrities / influencers follow ones that post about makeup and skincare
