Sephora debuts Hulu series featuring Chappell Roan, Victoria Monét, and Becky G

The news: Sephora will launch a three-part Hulu docuseries, “Faces of Music,” on Wednesday, January 22, that examines the dynamic interplay between beauty and music, per Billboard.

• The series will spotlight music stars Chappell Roan, Victoria Monét, and Becky G, who will explore how they “use beauty to shape their image, amplify their music, and communicate their identity,” per the series description.
• It will also delve into the creation of their iconic beauty looks.

A broader strategy: “Faces of Music” is part of Sephora’s broader strategy of meeting consumers wherever they are to appeal to a diverse audience and expand its reach.

• The retailer is expanding its physical footprint. In addition to its standalone stores and presences within Kohl’s stores, Sephora added locations within Tanger’s outlet malls last year and opened several new stores in Australia.
• Sephora is also undertaking the largest capital project in its history, aiming to revamp every store in its North American fleet within the next five years to better serve customers and deliver a consistent experience across all locations, Artemis Patrick, president and CEO of Sephora North America, said at NRF’s Big Show conference.

Our take: “Faces of Music” takes a more subtle approach to blending marketing and entertainment than similar efforts by other retailers.

• For instance, Amazon’s “Buy It Now”—a “Shark Tank”-style show launched last year—put commerce front and center, with entrepreneurs pitching products to a studio audience of “prospective customers.”
• Walmart has also ventured into shoppable entertainment over the past few years, including with the debut of its first shoppable feature film, “Jingle Bell Love,” on the Roku Channel last holiday season and a shoppable rom-com “Add to Heart” in 2023.

With its star power, “Faces of Music” has the potential to attract a broad audience while using a lighter touch to convey a clear message about beauty and identity.

Go further: Read our report Beauty Ecommerce 2025 to learn about the increasingly complicated path to purchase for beauty products.

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