Sephora's New Beauty Creator Program, Unpacked

The program, launched quietly this spring, is structured less like a marketing initiative and more like a talent development track. Selected creators receive a multi-year runway of product access, editorial support, and, in a first for the retailer, a share of the revenue their content drives at point of sale.

The premise is that a beauty creator, given enough time and enough support, will build a body of work that outlasts any single campaign cycle. Sephora is betting the industry will follow.