Sephora will begin a U.S. pilot of Sephora Drop Shop on September 19, offering a curated selection of beauty products through TikTok Shop. The retailer announced its TikTok Shop debut in a September 2 newsroom release from New York.
The monthly drops will give TikTok Shop the first sales window for featured products from Sephora partner brands. Selected items will later become available on Sephora.com, in selected Sephora stores or through other retail partners.
TikTok Shop has become the fourth-largest U.S. health-and-beauty ecommerce retailer, according to NIQ. Its sales exceeded $4.4 billion as of March 2026, with household penetration near 10% and category sales up 84% from a year earlier.
Each Sephora drop will focus on a partner brand. Teasers, interactive features and creator-led content will ask shoppers to guess the featured brand before a TikTok LIVE with a celebrity host, brand founders and creators. Viewers will be able to buy the products during the live event.
Customers will be able to preview the products on Sephora’s website during the exclusive TikTok Shop window. Nadine Graham, senior vice president and general manager of e-commerce at Sephora North America, told WWD that the number of exclusive stock keeping units will vary each month and that the format is intended to let customers discover and shop Sephora within TikTok.
Artemis Patrick, president and CEO of Sephora North America, said social commerce is changing how the retailer engages customers and that Sephora already has an active beauty community on TikTok. Sephora said beauty is TikTok’s most searched category, generating more than a billion related searches each month.
Sephora was founded by Dominique Mandonnaud in France in 1969 and has been part of LVMH since 1997. LVMH says the retailer employs 52,000 people, operates in 35 markets and has more than 3,000 stores. Its assortment includes about 500 prestige-beauty brands and its Sephora Collection label.
Sephora and TikTok previously started a creator-focused partnership in March 2023, with 12 emerging brands slated to participate. Anca Marola, Sephora’s global chief digital officer, said insights from the U.S. pilot will inform a possible rollout across Sephora’s global network.
