Big news for beauty lovers north of the border—Sephora Canada is making history with the launch of Sephora Squad Canada, its first-ever ambassador program dedicated to homegrown creators. From beauty buffs to bold storytellers, this new initiative is all about spotlighting emerging Canadian voices who represent the true diversity, creativity, and passion of our beauty scene. We caught up with Allison Litzinger, SVP of Marketing at Sephora Canada, to get the scoop on what makes this squad different, why now is the perfect time, and how aspiring creators can get involved. —Noa Nichol
1. What inspired Sephora Canada to create its own version of the Sephora Squad, and why now?
A: Sephora Canada saw an opportunity to create a program that truly represents the diversity and creativity of the Canadian beauty community. With the industry evolving and more emerging creators making their mark, now felt like the perfect time to launch a localized Sephora Squad, one that amplifies Canadian voices, builds community and gives up-and-coming talent the support and platform they need to grow.
2. How does Sephora Squad Canada differ from the U.S. program, and what makes it uniquely Canadian?
A: Each local Sephora Squad has its own unique approach, but they all share a common mission—to cultivate genuine connections, offer exclusive opportunities, mentor creators, and support their growth by helping them build their brand.
Following the success of the Sephora Squad in the US and Middle East, we’re bringing the program to Canada to highlight the country’s rich and diverse beauty landscape. The first-ever Canadian Sephora Squad will feature passionate beauty lovers and creatives from a variety of backgrounds and audience sizes, each embodying Sephora Canada’s values of authenticity, inclusivity, and self-expression.
3. Why was it important to focus on micro and mid-level creators rather than larger influencers?
A: Focusing on emerging creators is important to Sephora because it allows us to identify and support talent with authentic connections to our brand and the potential to grow within the creator landscape. A great example of this is Glamzilla, who started with Sephora as part of the North American Sephora Squad and has since built a strong presence in the beauty community. By investing in up-and-coming creators, we’re able to help shape the future of the beauty creator community, giving these individuals the resources and opportunities to accelerate their careers and make a lasting impact.
4. Sephora Squad Canada aims to celebrate diversity and self-expression—how will the program ensure authentic representation?
A: The program is thoughtfully crafted to welcome creators from all races, ethnicities, ages, and backgrounds. Sephora Canada is deeply committed to elevating underrepresented voices and ensuring the squad truly reflects the diversity of our country. Through a careful selection process, the goal is to prioritize creators who bring fresh perspectives, inclusive storytelling, and a genuine passion for representation in beauty.
5. What kind of opportunities and experiences can squad members expect throughout the year?
A: Selected members will be welcomed into the world of Sephora, provided with content partnerships, exposure, mentorship, and exclusive access to the most coveted beauty brands, founders, products, and local events.
6. How does this initiative align with Sephora Canada’s broader marketing and community-building goals?
A: Our brand purpose is all about inclusivity and belonging—celebrating what makes each person uniquely beautiful is at the core of everything we do. And with over 129 stores across Canada, we’re lucky to connect with so many incredible people from all walks of life.
That’s why we are building this uniquely Canadian Sephora Squad—to shine a light on what makes Canada so special: its people. By welcoming these amazing creators into the Sephora community, giving them a platform to grow, and surrounding them with support, we’re reminding them—and all Canadians—that they truly belong to something beautiful.
7. Many beauty lovers also engage with fashion, fitness, and lifestyle—why was it important to include multi-passionate creators in the squad?
A: Beauty is deeply intertwined with all facets of self-expression, including fashion, wellness, and other creative spaces. Sephora Canada understands that today’s creators don’t fit into just one category—they blend their passions to create authentic, holistic content. By embracing multi-passionate creators, the squad will better reflect the diverse interests of beauty lovers and engage with audiences in a more dynamic, meaningful way.
8. What advice would you give to emerging Canadian beauty creators who want to apply for the program?
A: For Canadian creators looking to apply for the Sephora Squad Canada, my biggest piece of advice is to showcase your authentic self. Sephora Squad Canada will be celebrating diversity, creativity, and unique perspectives, so creators who are applying should highlight what makes them stand out. Beyond that, a genuine love and connection to the brand will be important for us to see when selecting creators.
9. What do you personally find most exciting about the launch of Sephora Squad Canada?
A: From using our platform to recognize emerging creators and investing in these local partnerships, to fostering deep and meaningful connections with them to positively shape the Canadian creator community, we feel incredibly fortunate to be launching this program and are even more excited about its potential. We’ve seen an overwhelmingly positive response from our beauty community and creators, making this the perfect time to bring it to life.
10. Looking ahead, how do you see the program evolving in future years?
A: While we’re not certain exactly what the evolution of Sephora Squad Canada will look like, we’re excited about the future and the potential for us to nurture and expand the Canadian beauty creator community through continued representation. We view this not only as a remarkable opportunity for creators, but also for us as a brand to cultivate deeper, more meaningful connections with creators as we continue to move forward.
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