What: Sephora and the BuzzFeed Inc.-owned media brand are partnering for six months to produce beauty-focused content that can be found on Complex’s channels.

Why it is important: Sephora is tapping into the audience of Complex with the intention to uplift minority communities and show a commitment to their diverse brands and clients.

The “Beauty Beyond the Surface” hub will feature editorial and video series from recognizable names and faces in the lifestyle and sneaker space focused on the storytelling of personal beauty and style journeys. Bringing style and beauty together, this is Complex’s first official venture into the space. Sephora sees Complex’s lack of beauty coverage to date as an opportunity as opposed to a hindrance.

The partnership will entail a mix of online articles and videos, with content published on a weekly basis centred on a non-traditional approach to beauty journalism that targets BIPOC women.

Sephora teams up with Complex Networks