TikTok has become a hub celebrating and promoting the latest beauty trends, from blush draping and lip tinting to smoothie recipes for skin care—and Sephora is in on it.
“It’s not by accident that a lot of the hot brands that are trending, that are only sold at Sephora, are on TikTok,” said President and CEO of Sephora North America Artemis Patrick at the Fortune Most Powerful Women Summit in Laguna Niguel, Calif., Wednesday.
Since Sephora first came to the U.S. in 1998 with its flagship store in New York City’s Soho neighborhood, Patrick says it’s been imperative for the business to not just follow the trends but predict them—especially since the rise of social media.
“I’ve been through all of it, through YouTube, through Instagram, and obviously TikTok is a big part of it,” Patrick said. “It’s really about understanding the trends before they happen.”
Artemis celebrates that Sephora sells the trends and brands that get the most attention online, and notes that people are eager to support sustainable brands from founders with a clear mission.
“Certainly, that has democratized beauty and the conversation around beauty,” Patrick said. “Certainly, it has opened up the appetite, the conversation around it, and especially around skin care. I think what Instagram did for makeup, TikTok has done for skin care.”
Patrick is also mindful of how young girls are increasingly interested in beauty and skin care due to the onslaught of online trends and unrealistic beauty standards. She hopes to create age-appropriate products and messaging with beauty advisors who are trained in how to treat skin based on age. “We’re not comfortable putting young kids selling retinol in our window,” she said, referencing an instance where they changed a brand’s model who felt too young for the product.
Patrick also credits her ability to be mindful, pivot, and stay ahead of the noise to her upbringing. She fled from Iran at a young age to the U.S., entered the foster care system, and broke into a business that didn’t historically serve women who looked like her.
“I know what it feels like not to belong, to feel different,” she said. “It’s really shaped me, who I am as a person, but also who I am as a leader. I really, truly believe in bringing in different thoughts and diverse ideas.
She adds: “Let’s get in the kitchen and figure it out together.”