Sephora Canada says it will launch a second year of its Sephora Squad Canada creator program, opening applications later this month as the retailer looks to build on what it described as strong interest in the inaugural year.
Applications will open Jan. 19, with the company selecting 10 creators from across the country to form the next Sephora Squad. The new roster is scheduled to be announced in spring 2026.
Creator program expands into second year
The retailer said the program is designed to bring together Canadian creators with distinct perspectives and connections to their audiences, reflecting what the company described as the diversity and values of Sephora Canada. The selected creators will participate in a partnership that includes content opportunities, brand collaborations, mentorship and networking events.
According to the company, squad members will also receive exposure to a range of beauty brands, founders and products during the program.
Allison Litzinger, senior vice-president of marketing at Sephora Canada, said the company sees the program as a way to deepen relationships with Canadian creators following its first year.
“The response to our first year of Sephora Squad Canada reinforced what we’ve always known – Canada is home to an incredibly talented and diverse creator community,” she said. “As we build on that momentum, we’re continuing to invest in creators whose voices embody our values and our belief that everyone belongs in beauty. This next chapter is about deepening impact, nurturing connection, and continuing to grow alongside and celebrate the incredible communities that our creators represent.”
Applications open Jan. 19
Sephora Canada said the program is open to creators who share beauty-related content across platforms including Instagram, TikTok and YouTube. While experience creating beauty content is required, the company said creators who also focus on areas such as lifestyle, fashion and wellness are encouraged to apply.
Applicants must be at least 18 years old and reside in Canada, according to the company. Additional details about the application process will be available through the Sephora Squad Canada website and the retailer’s Canadian Instagram account.
The company said it will select 10 creators from across the country for the 2026 squad, with each member contributing a different creative approach and point of view.
Part of broader brand strategy
Sephora Canada positioned the creator initiative as part of its broader marketing and community strategy, aimed at working with individuals who already have established audiences and engagement on social platforms.
The retailer did not disclose financial terms of the partnerships or how creators are compensated, nor did it outline specific performance metrics for the program.
The first Canadian Sephora Squad was launched last year, and the company said the response to that initial cohort informed the decision to proceed with a second year.
Company background
Sephora is a global prestige beauty retailer with operations in 34 markets, according to the company. It employs about 52,000 people worldwide and operates more than 3,000 stores, along with e-commerce and digital platforms.
The company said it carries close to 500 beauty brands in addition to its own Sephora Collection label, offering products across categories including fragrance, makeup, hair care and skin care. Sephora was founded in 1969 in Limoges, France, and has been part of the LVMH Group since 1997.
Sephora Canada did not say how many applicants it expects for the second year of the program or whether the scope of the initiative could expand beyond the 10 selected creators in future years.
More from Retail Insider:
