The Future of Shopping: From Brands to Creators
How Sephora and Condé Nast are reshaping retail with creator-led storefronts.
Written By: BOSS Editorial
Reading Time: 2 minutes
The creator commerce is heating up. Sephora has launched My Sephora Storefront. Condé Nast is preparing its own platform, Vette. This marks a shift from simple affiliate programs to curated, creator-led shopping. Brands, influencers, and consumers are now connecting in new ways.
My Sephora Storefront
Sephora has introduced My Sephora Storefront, a creator-powered affiliate platform within its site and app. “My Sephora Storefront is a pivotal next step to building an inclusive ecosystem that empowers creators to authentically connect with their audiences, and also enables deeper creator relationships with our brand partners and clients that make it all possible,” said Brent Mitchell, VP of Social Media and Influencer Marketing at Sephora.
My Sephora Storefront is part of a broader creator strategy that also includes:
Sephora Squad: 250+ diverse influencers since 2019
Derm Board: dermatologists answering consumer skincare questions
Artist List: celebrity makeup artists and hairstylists featured in campaigns and educational content
“The difference between us and other affiliate programs is that it is truly integrated with Sephora.com,” said Artemis Patrick, Sephora President and CEO. “Whether it’s the app, desktop or mobile, they can just go on, they create it and it’s shoppable, and it’s a very seamless experience, and it’s very, very authentic for both the creator and the consumer.” According to Yahoo, the platform, is built with Motom, offers creators customizable storefronts, performance analytics, access to Sephora’s Beauty Insider loyalty program, and year-round commissions.
Condé Nast
Vogue Business reports that Condé Nast will launch Vette, a creator-led shopping platform, in early 2026. The platform lets creators build e-commerce storefronts where consumers shop directly, while brands handle fulfillment and Vette manages checkout.
“Now, we’re building on that foundation with Vette, a model that helps creators thrive and brands grow stronger connections with consumers. It’s a step that sets a new standard for what the future of commerce can be,” described Roger Lynch, CEO of Condé Nast.
“Affiliate is high friction. This will make it more seamless to find something on social media and then purchase it,” added Lisa Aiken, SVP of Commerce at Condé Nast.
The initiative is designed to cut affiliate friction, give creators more control, and create new distribution channels for brands. It comes at a time when wholesale is under pressure and DTC strategies are becoming more costly. Vette will also add AI tools for inventory, marketing, and insights, helping small creator teams run storefronts more efficiently.
How Retail is Evolving
Sephora and Condé Nast are reshaping retail with creator-led platforms. My Sephora Storefront keeps shopping inside Sephora’s ecosystem. Vette will allow creators to build full e-commerce boutiques. Both point to a shift toward authenticity, personalization, and convenience. The future of beauty and fashion is moving to creator-driven ecosystems, not wholesale or expensive DTC models.
Sephora Launches My Sephora Storefront to Empower Creators – Sephora Newsroom
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