One of our fave beauty bloggers, Gurnaz Sandhu, recently made it to what many content creators consider the top of the beauty ladder, earning a well-deserved spot on the Sephora Squad! We chatted with Gurnaz to find out what this means, and what the coming year will look like as a member of this elite beauty group. —Noa Nichol
Hi Gurnaz! How long have you been into makeup/cosmetics/beauty, and how do you make it/how is it a focus of your current content creation?
Hi! Funny enough I’ve always been an avid beauty enthusiast since I was a kid. From changing my nail polish everyday to creating DIY face masks and makeup in the kitchen, I’ve done it all. I would watch my mom apply lipstick with so much fascination and would harass her to put it on me too. Eyeliner was the first thing I learned how to use. It was the one thing that brought me pure joy! A therapeutic and creative process, its my daily self care practice! I’ve been creating content for around 9 years on the internet, and naturally makeup tutorials found their way to my page. I didn’t think I was particularly good at it, and I didn’t have a lot of products or expensive brands. I just started with where I was with what I had. I would watch beauty YouTubers for hours and aspired to be like them. I barely saw any brown-skinned beauty creators so one day, I decided to film my first tutorial. It wasn’t perfect, but overtime I began to get better and so did my beauty content. I always have so much fun representing my culture thought my makeup, jewelry, and Indian outfits. There definitely is not enough of that online, so it’s always fun creating those crazy colourful looks!
Congrats on gaining Sephora Squad status! For those who don’t know, what is the Sephora Squad and what does it mean (as a content creator) to be a part of it?
13 x harder to get into than Harvard Law, this year they had the most applications they’ve ever had (over 16,000). 65 people were chosen for this exclusive mentorship program! The Sephora Squad is “a highly coveted year-long paid partnership designed to amplify and mentor content creators of all races, ethnicities, religions, ages, body types, languages, sexual orientations, following sizes, and experience levels.” During the yearlong paid partnership, creators get access to peer and professional coaching, networking events, content collaboration, mentorship, access to industry experts and more. Squad members are also approached to participate in sephora campaigns, content initiatives, and can get amplification on Sephoras channels, and partnerships with Sephoras most sought after brands.
Was becoming part of the Squad a longtime dream of yours? Tell us about that.
Yes! I’d applied every year since the program started. It would be a little disheartening everytime I’d hear a no, but rejection was always redirection for me! I’d always end up spending even more time learning about beauty and makeup. The dream of getting in one day really pushed me to develop my skills which I’m so grateful for! Getting into the squad made all these years of effort worth it. I felt recognized, 5th time was the charm. I’m glad I continued to persist haha. I feel so happy that they have this Punjabi girl on the squad this year, I’m happy to represent my community on this international platform!
What was the process like, to become a Squad member?
Firstly you need to fill out a short questionnaire around mid March about why you’d want to be on the squad. Then you’re given some time to collect testimonials from your supporters about why you deserve to be on the squad (numbers don’t matter here, but the words your supporters share do because Sephora reads them!) Finalists are shortlisted, and you’re given more time to collect testimonials. And then on June 21st, the grand reveal for 2023 was made!
You just attended the kick-off in LA – tell us all about it, please!
The celebration kicked off on June 28th, my birthday! I flew in from Montreal in the afternoon, and got ready for dinner. A sea of sequins, sparkles, and metallics amidst a beautiful floral backdrop, everything looked so beautiful! Although low on sleep, everyone’s adrenaline was on a high. We mingled and congratulated each other. Speeches were given by the Sephora team, Fohr, and squad memebers which moved everyone to tears. We had a delicious dinner, and then the team surprised me and another squad member with cake for our birthdays. Standing infront of everyone while they sang me happy birthday will always be a core memory for me. Although it was my first birthday away from home, I had the honour of celebrating it with my new family! The next day we had an early start and headed to the LA sephora studio in a Sephora Bus for the Dream big welcome event! This was a day full of presentations and masterclasses led by brand founders. We had a chance to learn from the cofounder of Summer Fridays, Crown Affair, Tower 28 Beauty, and Patrick Ta. Meeting Patrick Ta and making a tiktok with him was such a highlight for me, as I’ve been using his products for so long. Getting to meet your inspirations is always such a beautiful full circle moment. To top it off, we had the chance to chat with Selena Gomez on a zoom call about her life and Rare Beauty’s newest launch. Everyone was fangirling and we were so mesmerized by her kind nature and quirky personality. Then we had time to unwind and we all headed home with our sephora swag overflowing in our suitcases!
What does being in the Squad mean/entail?
It’s access to a growing supportive beauty community. Once you’re in the squad, you’re in it for life! It means exclusive partnerships and learning opportunities. Overall, it’s the coolest title to have in the beauty space.
What are some of the perks? What will the next year as a member look like for you?
The kick off event was so crazy, I can only imagine what the rest of the year will look like! Since the event, we’ve had multiple zoom training sessions, and we’re all excited to get our calendars and get the work started in the next couple of months. As opportunities arise, they will contact members they feel align with the opportunities. I’m just excited to create even more informative and fun content with all the new things I’ll learn and have access to!
Any tips/advice for other content creators dreaming of Squad status?
Be genuine, be confident, and passionately share your love for beauty with the world! My advice would definitely be to not get discouraged if you don’t make it the first time. Keep on learning and growing! Also a big follower count doesn’t matter to the team, so don’t feel like you don’t have a chance compared to a bigger creator. Everyone is welcome to apply from all walks of life!
Final question: your all-time or current fave Sephora beauty pick?!
This is the hardest question to ask a makeup lover … it’s always changing! Right now I’m loving the supergoop unseen sunscreen for the summer. Don’t forget your SPF this summer. This one has no white-cast, it’s weightless and undetectable on the skin. The texture is so unique, and it’s perfect under makeup! Truly like nothing else I’ve tried before!
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