Does your retailer have a creator storefront?
Sephora and Condé Nast just launched theirs. Who’s next?
Hi friends,
This week is all about retailers stepping into the creator storefront game. Sephora launched My Sephora and Condé Nast announced Vette as its big move into commerce. Everyone wants to own the bridge between creators and checkout, and it’s starting to feel like the opening shots of a storefront war.
We’re also taking a closer look at how Israeli beauty brand Maëlys is crushing TikTok Shop.
Let’s get into it.
(September 23rd)
💄 Sephora launches creator storefronts
Sephora’s new “My Sephora Storefront” lets creators curate shops of their favorite products and earn commissions on sales. It deepens the link between influencers and conversion, while keeping transactions in Sephora’s ecosystem. Similar to Amazon and Walmart storefronts, but Sephora’s cultural pull in beauty could give it extra punch and make the Sephora Squad even more powerful.
📎 Read more in Forbes
Early next year, Condé Nast will also launch their own creator-led-ecommerce platform Vette, which is its biggest push yet into creator commerce. The platform will let creators curate and sell products, but it enters a crowded field dominated by players like ShopMy and LTK (and Sephora). For Condé Nast, Vette is both a bid to diversify revenue and a test of whether legacy publishers can carve out space in the creator commerce boom.
📎 Read more in Business of Fashion
📺 TikTok Shop pushes weekend livestreaming
TikTok Shop is incentivizing sellers to stream Friday–Sunday with higher commissions and bonuses.
Live commerce depends on active, tuned-in audiences, and weekends are when shoppers have time to watch streams, chat, and buy. The incentive shift shows TikTok doubling down on live shopping as an entertainment-driven habit, not just a transactional one.
📎 Read more in Marketing Brew
🧠 Brand Move of the Week
Maëlys: From DTC to TikTok Shop Powerhouse
Launched in 2017 in Israel as a direct-to-consumer body-care brand, Maëlys built early traction through Facebook ads and influencer partnerships straight to consumers online. But the real inflection point came when the brand leaned into TikTok Shop, turning viral before-and-after content into measurable sales.
Today, Maëlys is one of TikTok Shop’s top performers, using affiliates, livestreams, and trend-driven product drops to expand beyond DTC into mainstream retail.
As of Q1 2025, Maëlys ranked among the top five earners in TikTok Shop’s personal care category. Offline, the momentum is just as strong: at Ulta Beauty, Maëlys’s sales are up 460% year-over-year, with products like the “Get-Dreamy Overnight Toning Body Whip” and “B-Tight Lift & Firm Booty Mask” leading the charge.
@maelyscosmetics What else could you need besides body care, a good read, and relaxation? 🍂 Channeling all the self-care vibes this fall season! #MAËLYS #s... See more
By meeting Gen Z where they shop, Maëlys shows how a niche body-care brand can scale into a mainstream player.
📎 Glossy
🔭 Trend Watch
The Creator Storefront Land Grab
More and more retailers are entering the creator storefront war
Sephora is the latest to jump into the creator storefront game, joining Walmart and Amazon in trying to keep both the data and the dollars in-house. Why rely on affiliates when you can own the entire ecosystem?
Condé Nast just announced Vette, its own take on creator-led shops. Different play than Sephora, more cultural cachet, less retail muscle, but the same underlying idea: give creators storefronts and see if shoppers follow.
At the same time, LTK and ShopMy are sharpening their own tools. LTK rolled out brand profiles, while ShopMy doubles down on gifting and transparency. The lines are blurring fast, should creators anchor with a retailer, an affiliate platform, or a publisher?
The real fight isn’t about storefront design. It’s about who owns the customer. Sephora brings loyalty, Amazon scale, Condé cultural credibility, and platforms like LTK promise control. Each model has trade-offs, but together they mark the start of what feels like a full-on storefront war.