What: Sephora ventures into streaming content with a three-part Hulu docuseries "Faces of Music," featuring pop stars Chappell Roan, Victoria Monét, and Becky G sharing their beauty routines and inspirations.

Why it is important: This strategic move into entertainment content marks Sephora's evolution beyond traditional advertising, leveraging cultural relevance and authentic storytelling to connect with audiences through their favorite artists.

The new series "Faces of Music," directed by Ting Poo, will premiere on January 22 on Hulu, marking Sephora's first streaming series following successful advertising campaigns on the platform. Each episode follows a "get-ready-with-me" format, with artists discussing their beauty routines and inspirations. According to Zena Arnold, Sephora US Chief Marketing Officer, this initiative represents a shift from immediate sales-driven advertising to building cultural relevance. The project emerges from Sephora's year-old Marketing Partnerships team, established to explore innovative content formats and partnerships beyond the beauty sector, including music and sports collaborations.

IADS Notes: Sephora's Hulu series represents its evolving content strategy. While the retailer has successfully expanded its physical footprint and enhanced experiential offerings, this entertainment partnership through its new Marketing Partnerships team signals a shift toward deeper cultural relevance beyond traditional advertising. The focus on beauty routines aligns with the brand's efforts to engage younger audiences, particularly through authentic storytelling and artist collaborations.

Sephora debuts Hulu series featuring pop star beauty routines