Sephora starts TikTok Shop with Mikayla Nogueira livestream

Sephora launched its TikTok Shop on Saturday with a livestream hosted by Mikayla Nogueira, selling close to 2,300 products so far. The launch featured an exclusive 12‑piece POV Beauty holiday set advertised at a $327 value for $265.

Sephora’s TikTok Shop currently offers only POV Beauty and Sephora Collection items. The retailer plans to add new products on a monthly drop‑model basis. According to NielsenIQ, TikTok Shop is the fourth‑largest health and beauty retailer in the U.S., with sales exceeding $4.4 billion since its 2023 U.S. launch.

“Do these retailers want to go to TikTok Shop? They would prefer that the world comes to their own domain, and they can control that experience. But the world doesn’t really work that way,” Blaine Nielsen, president of retailers at e-commerce agency Rithum said.

Sephora had offered the POV Beauty holiday set since September, with the product page directing shoppers to its newly launched TikTok Shop. In July, Ulta Beauty joined TikTok Shop with a perfume launch featuring Ice Spice.

What we know

Sephora kicked off its TikTok Shop launch on Saturday with a livestream hosted by Mikayla Nogueira.
The POV Beauty holiday value set is a 12‑piece set promising a $327 value for $265.
Sephora’s TikTok Shop storefront shows close to 2,300 products sold as of publication, limited to POV Beauty and Sephora Collection.
Sephora plans future products to arrive on a monthly drop‑model basis.
TikTok Shop is the No. 4 health and beauty retailer in the U.S., with health and beauty product sales since its 2023 U.S. launch surpassing $4.4 billion as of May.