Sephora Opens TikTok Shop With Livestream and Monthly Drops

A 12-piece holiday value set from POV Beauty, which arrived at Sephora in September, is listed at a promised $327 value for $265 — but it cannot be bought on Sephora's own website. The product page instead routes shoppers to the retailer's newly launched TikTok Shop.

The LVMH-owned beauty retailer opened its TikTok Shop on Saturday with a livestreamed shopping event hosted by Mikayla Nogueira, a mega influencer and co-founder of POV Beauty.

According to Sephora's TikTok Shop storefront page, the retailer had sold close to 2,300 products on the platform as of publication, with the assortment limited to POV Beauty and Sephora Collection items.

Sephora is described as being at the start of its TikTok Shop effort, with plans for additional products to be introduced on a monthly drop-model basis. The initial scope is narrow, but the arrangement leaves room to scale.

The move reflects TikTok Shop's emergence as a competitor to established beauty retailers. Retailers have generally preferred to draw shoppers to their own domains, where they control the buying experience, observers note — yet the platform's mix of entertainment and low-friction purchasing is proving hard to dismiss.