How Sephora used Mikayla Nogueira and POV Beauty to kickstart its TikTok Shop launch

This story was first published by Modern Retail’s sister publication, Glossy.

Sephora shoppers getting a head start on their holiday shopping may have come across a new holiday value set from POV Beauty, which launched at the retailer in September. The 12-piece set promises a $327 value for $265 — the only catch is the set isn’t actually available on Sephora’s website. The product page instead directs shoppers to Sephora’s newly launched TikTok Shop. 

On Saturday, Sephora kicked off its TikTok Shop launch with a livestreamed shopping session hosted by Mikayla Nogueira, the mega influencer and co-founder of POV Beauty. According to Sephora’s TikTok Shop storefront page, the retailer has sold close to 2,300 products on the platform as of publication, with its selection limited to POV Beauty and Sephora Collection products.

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