What: Sephora is launching its own integrated affiliate platform, enabling creators to drive sales directly through the retailer’s ecosystem.

Why it is important: Sephora’s strategy exemplifies the shift toward retailer-owned media and data ecosystems, enabling greater control and new revenue streams.

Sephora’s introduction of “My Sephora” signals a decisive evolution in beauty retail, as the company moves to integrate affiliate marketing directly within its digital ecosystem. With digital and social commerce now accounting for more than half of global beauty sales and social platforms like TikTok driving 68% of purchases, Sephora’s proprietary approach allows it to capture valuable first-party data and optimize commission structures. This strategy not only strengthens direct relationships with creators but also positions Sephora to compete with established affiliate networks by offering a seamless, authentic experience for both creators and consumers. The move reflects a broader industry trend, as retailers increasingly transform into media platforms, leveraging their own data and content to drive measurable advertising impact and unlock new revenue streams. By enabling precision influencer marketing and bypassing third-party platforms, Sephora is redefining its role from distributor to orchestrator of both commerce and content, setting a new benchmark for engagement and growth in the beauty sector.

IADS Notes: Recent industry analysis from March and April 2025 confirms that digital and social commerce now dominate beauty sales, with TikTok emerging as a major retail channel and online beauty sales surging by 41% since 2019. July 2025 insights reveal that retailer-owned media networks are rapidly becoming essential revenue streams, doubling margins and reshaping business models. February 2025 coverage highlights the convergence of content and commerce, while April 2025 research emphasizes the effectiveness of precision influencer marketing within integrated, retailer-owned platforms.

Sephora unveils its own affiliate platform, competing with LTK and ShopMy