How Sephora used Mikayla Nogueira and POV Beauty to kickstart its TikTok Shop launch

On Saturday, Sephora kicked off its TikTok Shop launch with a livestreamed shopping session hosted by Mikayla Nogueira, the mega influencer and co-founder of POV Beauty, offering shoppers access to an exclusive new holiday value set. It hints at what Sephora's strategy may look like on the platform going forward.