Sephora K-Beauty Edit
In a fragmented K-Beauty landscape, Sephora's "Approved" status signals something rare: a trusted curator in a crowded space. Built on that premise, the campaign leveraged Sephora's superpowers of extraordinary curation, deep expertise, and established client trust to cut through the noise and give beauty lovers a definitive reason to shop K-Beauty at Sephora. This momentum was further cemented by Sephora's strategic partnership with Olive Young, Korea's leading beauty and wellness retailer, bringing their expertly curated assortment of K-beauty brands to Sephora's global network: a natural extension of the authority the K-Beauty Edit set out to establish.
In a landmark first for the brand, Sephora produced its first-ever global brand trip, Sephora K-Beauty Edit, in partnership with creative production and coordination agency, Like Minds. In March 2026, the activation brought 16 influencers across four regions (North America, United Kingdom, Southeast Asia, and Australia) to the home of Korean skincare, immersing them in the country's innovative beauty landscape and rich culture. Creators explored Sephora's Korean skincare and haircare brand roster firsthand, forging cross-cultural connections and producing engaging, shareable content that carried the story back to their audiences worldwide.
The result: a globally unified yet regionally nuanced campaign that positioned Sephora not just as a retailer, but as the authority on K-Beauty.
Role: Project Manager
Project Overview:
Cross-Cultural Activation Design & Liaison (Korea & US)
Event Activations (Pre-Production, Production, Post-Production)
Brand Partnerships
Content Strategy
Brand Trip Programming
Brand Activations:
Welcome Cocktail with Sephora
Brand Dinner with Beauty of Joseon
In-Hotel K-Pop Makeup with Glow Recipe
Scalp/Hair Treatments + Lunch with UNOVE
Skin Clinic Treatments + Tea Session with Aestura
Amore Pacific Factory Tour with Laneige
Farewell Dinner with Sephora
Participating Brands:
Aestura, Anua, Beauty of Joseon, Biodance, D’Alba, Fully, Glow Recipe, Innisfree, Laneige, shaishaishai, UNOVE, Yepoda
Partners:
Local Agency: OOB Company
Florals: midsummer
Creators:
@alex_hfk, @amayaelizabeth_, @davidchosenone, @demetra.dias, @glamzilla, @hanasim, @ishiniw, @lailapaul7, @misspeytonsmith, @mongabong, @nikkiajoy, @sheadurazzo, @so.cili, @tatendaluna, @tina_yong, @uchechi
Social Engagement
In-Room Touchpoints & Gifting // @hanasim, @davidchosenone, @tatendaluna, @misspeytonsmith
Brand Dinner with Beauty of Joseon // @so.cili
Glow Recipe K-Pop Glow, Aestura Clinic Treatments & Unove Hair Treatments // @glamzilla, @misspeytonsmith, @davidchosenone
Branding Touchpoints
Every detail of the experience was considered and crafted to reflect Sephora's K-Beauty Edit identity. From custom pre-departure mailers, welcome kits and curated room drops to branded packaging, gifting, and merchandise, the touchpoints extended the campaign aesthetic into the physical world. Florals were a central design element throughout, woven into every moment alongside a thoughtful integration of Sephora's skincare products — present in every touchpoint, but always tastefully so. Bespoke signage, menus, and itineraries ensured the visual language stayed consistent and immersive from start to finish.
SIGNIEL HOTEL
PRE-DEPARTURE MAILERS // @mongabong, @tatendaluna, @nikkiajoy
SEPHORA WELCOME COCKTAIL @ BAR81, SIGNIEL HOTEL
SEPHORA FAREWELL DINNER
IN-HOTEL K-POP MAKEUP WITH GLOW RECIPE
SCALP/HAIR TREATMENTS + LUNCH WITH UNOVE